When you are writing ads, social media posts, or interacting with your customers, the last thing you want to do is make them think you are full of pooz.
It's not easy... especially when you are trying to sell them something.
But there is one thing that you see in ads all the time that instantly makes people question (or devalue) your offer.
Check out the video to find out if you are killing your sales with this common mistake.
(and if you want more tips to make your ads kick-ass, then click here to see more)
Transcript
All right, this week we're going to talk about Claude Hopkins again. In his book Scientific Advertising. In Chapter seven, Claude talks about being specific in your advertising.
He says specifically, platitudes in generalities roll off the human understanding like water from a duck.
Things like "best in the world", "lowest price in existence", things that you see in advertising every day.
And what you'll find is people automatically ignore claims like that because anybody can make them.
I can say that I make the best spaghetti in the world, but that doesn't make it true.
And when you as a business owner, exaggerate the truth or just carelessly throw out words like best in the world, the lowest prices in existence, then readers will subconsciously discount these statements.
And every other statement that you make.
You've basically devalued your business and your brand with these generalities, psychologically speaking.
And there are studies done on this.
You can look them up online if you make specific claims.
We are psychologically wired to believe you or as Mr. Hopkins says, again, if you make a specific claim, you're either telling the absolute truth or a lie.
So a definite statement is usually accepted when you use actual figures.
People generally don't discount them.
And specific facts.
Hit with their full weight, it's been shown in plenty of test cases and studies online that it boosts conversions when you make specific arguments for your product.
Just to give you an example here, this is a difference between saying "our prices have been reduced" versus "our prices have been reduced."
Twenty-five percent.
The great thing about twenty-five percent is it's solid, it's specific.
It applies to everyone.
And everyone understands what it means.
When I hear our prices have been reduced in an ad, it introduces friction because now maybe you're selling something that I want, but I'm still thinking, oh, well, what if someone closer, has it cheaper?
Maybe I should look online?
Maybe it's on sale other places.
It makes me, as a consumer, have to start thinking.
And any time I have to start thinking instead of just wanting what you're offering, you're starting to lose sales.
Another example of this softens your beard versus softens your beard in one minute.
Now, the neat trick about that is when you write your advertising, you should always be painting a picture.
What does this look like?
Any product and say they soften your beard, but soften your beard in one minute not only gives me a specific like it's going to take one minute to soften the beard, but it also almost forces the reader to visualize what's happening.
They practically already have the product in their mind.
They can see themselves in the morning after their shower, putting this product on their beard, and then they're getting ready for work and and.
In a minute, they had this nice soft beard.
In summary, being specific is one of the best ways to avoid your customers' B.S. detector.
It builds your credibility as a business and a brand, and it sneaks into the reader's subconscious.
It almost makes them visualize already having your product, and that's it for this week's copy conversations.
If you have any questions or would like some help with your copy, you can find me at Funnel Copy Experts Dotcom.
Thanks.