In a Nutshell…
Generalizations and far-reaching statements are almost entirely ineffective in marketing because they are common-place and to be expected. In addition, superlatives like “best in town” or “lowest prices in existence” can actually be damaging because they suggest a looseness of expression. This in turn causes customers to discount all statements you make.
Broad Generalizations ALWAYS Stink!!!
I hope you catch my jest in the header above. The idea behind the animosity of generalizations is the basic fact that you cannot create credibility with puffery, boasting, self-flattery, and vague abstractions. On the other hand, you can build credibility using facts and evidence, and the more specific the facts and evidence, the more believable they are. Another name for these facts and evidence is proof points because they give the reader a tangible, meaty proof to substantiate your promises or claims.
A Few Examples:
This…
Men’s Miracle Hair Cream is the best hair-growth product on the market today.
Or this…
Independent laboratory tests show that Men’s Miracle Hair Cream increases hair-growth by an average of 36% in just two weeks, beating the nearest competitor by more than 20 percentage points.
This…
StatsVault Customer Relations Solutions help you save money.
Or this…
According to Pidgeon Networks COO Melissa Coffee, “Since we developed StatsVault six months ago, we’ve cut our customer churn rate in half and increased our per-customer revenues by 32%.”
This…
The Everest Card is the low-interest card.
Or this…
The Everest Card gives you a guaranteed fixed 8.5% APR, NO annual fees, and NO extra charges for cash advances.
(source: Jonathan Kranz, Writing Copy For Dummies, 2005)
Three Ways to Be Specific
#1. Hard Numbers
Putting hard numbers on your statements lends an aura of objective scientific fact to your arguments. “Save $50” beats “Save Money.” In addition, the more precise the number – saying “51.7%” rather than “more than 50%” – the more credible your statistic.
#2. Testimonials
People believe people who are like themselves. In this case, that refers to other prospects who became customers. Direct quotes from your customers that illustrate real-world success go a long way toward establishing trust.
#3. Reasons Why
You want to distinguish your claims from those made by your competitors. Give your reader reasons why your product and service can really deliver on your promises. Unique features, experience, research, and special strategies can be among the reasons why your offer deserves immediate attention.
Claude Hopkins on “Being Specific”
Claude Hopkins makes the argument, “platitudes and generalities roll off the human understanding like water from a duck. They leave NO impression whatsoever.” He then states, “a man who makes a specific claim is either telling a truth or a lie. People do not expect an advertiser to lie.” In conclusion he surmises, “…a definite statement is usually accepted. Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.” (source: Claude Hopkins, Scientific Advertising, 1926)
What have we learned?
Generalities are not only ineffective in advertising, they can hurt your cause. On the other hand, specific facts and evidence (proof points) give you the ammunition to not only trounce your competition but capture the attention (and wallets) of your customers. How can you apply the unbelievable power of SPECIFICITY to your marketing?