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When you hear claims like

Best Lawnmower in the country

Absolute Lowest Prices In Existence

Leaves your hair cleaner than any other shampoo

do you believe them?

Or is there a certain degree of doubt in your mind about their credibility? Or whether they are hyped up?

Think about it. Everybody expects advertisers to exaggerate their claims. To present them in their best light. Which is the exact reason why general statememts are not as effective as

SPECIFIC STATEMENTS

So

Rather than saying Our prices have been reduced instead say Our prices have been reduced by 22% to prepare for our end of year stocktake

Rather than saying More than 20 varieties of Reebok shoes in stock instead say More than 23 varieties of Reebok shoes in stock

Rather than saying Our staff are very experienced carpet cleaners instead say Our team of 12 staff have a combined experience of cleaning carpets for 63 years

Rather than saying Used all over the world instead say Used in over 46 countries

Or rather than a cleaner saying We clean your house thoroughly why not list every single thing you do

One more thing... When you give people a specific number, they tend to believe it must be true. So dont use numbers which are a multiple of 5 or 10. Instead say 4 or 9. It makes it more believable.

Even KFC realises this.

No. They dont have 10 herbs and spices on their special chicken. They have 11. Thats a heck of a lot more believable than 10 or heaps, isnt it?

So take a moment now and think about how you can apply what youve learnt and be more specific in your advertising.

Warmly,

Scott Bywater Copywriting That SELLS Level 12 / 418a Elizabeth Street, Surry Hills, NSW, Australia Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine, where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them... visit his web site at http://www.copywritingthatsells.com.au Article Source: http://EzineArticles.com/?expert=Scott_Bywater