How To Improve Your Ads With One Principle Video Transcription:
Thomas Green here from Ethical Marketing Service. Today I wanted to share with you one principle which if applied, can improve your ads.
Being general is much easier but in terms of the impact, it has very little impression on response.
If you were to say, “We are the best on the market” or “We are the lowest price”, there are many people who just expect every business to say that and it’s often perceived as hype and can be damaging as it is more likely to be an exaggeration. If the prospect thinks you exaggerate, they will doubt the other claims you make.
People are aware of a certain sales speak being less than sincere and if you get pigeon holed as that type of person, everything else you say will be called into question.
If you say highest quality, it may not be a lie. But it says nothing about what your competition are saying and offering.
If you make a specific claim however. It can be either true or false and people don’t expect outright lies in advertising. A clear definitive claim perhaps with figures is usually accepted.
Specific facts, have weight and impact on the prospect. The weight of an argument can be multiplied by making it specific.
One statement may take as many words as another, but a fact may be many times as effective.
The difference can be significant so make your claim in the most impactful way. Loose marketing statements matter little. But when your ad is served tens or hundreds of thousands of times. The weight of your claims becomes very important.