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Advertising: The Nuts And Bolts Of Making It Work: Step Three: Make sure your advertising is specific, has substance and is credible

Guest post by: David Flannery

Article Overview: Being specific is essential in advertising. It answers questions and lends credibility to your advertising. Being specific is a surefire way to convert prospects into customers. The more specific you are about what benefits your service and/or product has to offer to your customers the better response you will have from your advertising

Advertising: The Nuts And Bolts Of Making It Work: Step Three: Make sure your advertising is specific, has substance and is credible

Most of the advertising I see businesses use is ineffectual, image advertising. Over the next couple of weeks I will show you strategies and tactics which will make your advertising work for you...and by that I mean get you more customers.

Step Three: Make sure your advertising is specific, has substance and is credible.

Being specific is essential in advertising. It answers questions and lends credibility to your advertising. Being specific is a surefire way to convert prospects into customers.

The more specific you are about what benefits your service and/or product has to offer to your customers the better response you will have from your advertising e.g. don't tell people that you can save them money, tell people how much money you can save them. Don't tell them that you can help them lose weight, tell them exactly how many pounds you can help them lose, and in what exact time period.

Your advertising must have substance; the tendency for most advertisers is to give fluff over substance. Instead of advertising your products or service as the "best", "the finest", or " state of the art", tell people, specifically, why your product and service is all of these things. Showcase the specific ways your product or service can help your prospects.

Every specific claim you make in your advertising about your product or service must be backed up by believable, reliable evidence. If prospects don't believe that your product or service will deliver what you say it will, they will not respond to your advertising.

Advert believability must be a constant concern for all business owners. If you over hype and promise what you can't deliver your customers will ultimately be disappointed.

Make you advertising credible by supporting your claims with statistics, testimonials, case histories, and strong guarantees. In this age where skepticism is rampant and people are targeted by advertising messages every day your advertising must have the quality of credibility.

Your advertising will be at its strongest when is it specific, is substantive and sounds believable. You must speak directly to your marketplace and at all costs avoid the mistake of making your marketplace wonder what exactly your advertising message is all about.

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Article Tags: credibility, prospects, small business owners



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