When you advertise, it is good to be specific. The usage like best, quickest, greatest while it may sound good to your ears does not leave much impression on the listeners mind.
On the contrary it suggests a vague expression. The ad world is a hyped and exaggerated world. Everybody understands that. The readers of your advertisement would make their own discounts when they read your advertisements.
People would allow you certain leverage when you are advertising and in response they would adjust their responses after taking out your enthusiasm and hype from the ad.
Do not we do that.
So saying best in quality will not put the message across.
These superlatives worked earlier when advertising was on small scale and claims were not perceived as false. Yes! You can still make false claims and get away with it but no body is going to believe your statements like ‘we are the best’ until you genuinely are perceived that way.
It is time to be specific. It is time to study your strong points and highlight them.
Just see the difference between two kinds of claims.
We are the best autoresponders that have greatest email delivery rate.
Autoresponder with unmatched delivery rate of 96.4%.
It is obvious which leaves a lasting impact.
Moreover, people want to be more aware of the facts. They would like to know numbers instead of generalized claims.
You need to give people what they want.
The ad with specific facts would always be a clear winner over the one which is not.
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Tags: advertising, autoreponders, online business, specific advertising, vague advertising
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