•  
  • How Advertising Laws Are Established
  • Privacy
  • Sitemap

Being Specific

(Chapter 7) Being Specific

Platitudes and generalities roll off the human understanding like
water from a duck. They leave no impression whatever. To say, “Best in the world,” “Lowest price in existence,” etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make.
People recognize a certain license in selling talk as they do poetry.

A man may say, “Supreme in quality” without seeming a liar, though one may know that the other brands are equally as good. One expects a salesman to put his best foot forward and excuses some exaggeration born of enthusiasm. But just for that reason general statements count for little. And a man inclined to superlatives must expect that his every statement will be taken with some caution.

But a man who makes a specific claim is either telling the truth or

a lie. People do not expect an advertiser to lie. They know that he

can’t lie in the best mediums. The growing respect in advertising has largely come through a growing regard for its truth. So a definite statement is usually accepted. Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.

This is very important to consider in written or personal

salesmanship. The weight of an argument may often be multiplied by making it specific.


  • How To Use Website Marketing Principles To Launch Your Business
  • Affiliate Marketing And You: Tips For Creating A Solid Strategy For Your Business
  • Web Marketing Tips That Are Easy To Understand
  • Follow These Tips For Successful Affiliate Marketing
  • Boosting Your Business With Web Marketing Inspiration
  • Tips For Becoming A Successful Internet Marketer
  • Tips To Help You Understand The Basics Of Affiliate Marketing
  • Internet Promotion Designed To Take The Lead
  • Considering Using Website Marketing? Read This Article Now!
  • It’s Time To Learn All You Can About Internet Promotion So You Can Finally Find Success
  • Great Affiliate Marketing Tips From The Pros!
  • Learn About Internet Promotion Today
  • Internet Marketing Advice That Can Make You Money
  • Website Marketing: End The Suffering, Start Your Success
  • Ideas To Incorporate Into Your Website Marketing Strategy
  • Market Your Business On The Internet With These Tips
  • Quick Tips To Make The Internet Work For You And Your Business
  • Need Website Marketing Help? Try These Tips
  • Marketing Online Made Easy For The New And Old Marketer
  • Affiliate Marketing: In Order To Find Success, You Must Read This
  • How Advertising Laws Are Established
  • Privacy
  • Sitemap
  • Just Salesmanship
  • Offer Service
  • Mail Order : Advertising What It Teacher
  • Headlines
  • Psychology
  • Being Specific
  • Tell Your Full Story
  • Art In Advertising
  • Things Too Costly
  • Strategy
  • Use Of Samples
  • Getting Distribution
  • Test Campaigns
  • Leaning on Dealers
  • Individuality
  • Negative Advertising
  • Letter Writing
  • A Name That Helps
  • Good Business
  • How Advertising Laws Are Established
  • Privacy
  • Sitemap

Powered by claude-hopkins-scientific-advertising.com