What Did You Say?.
Weve all seen ads that make ridiculous promises, such
younger in 5 minutes! These ads make copywriters look bad by
service to existing and potential clients. While false copywriting might
term, using misleading copy will hurt you in the long run. You will be
and then not honored when a customer tries to take advantage of it. This is
illegal. It's easy for business owners to get excited about a product and
genuinely want people to come in to their store just to check the product.
They might put false claims into their , Web site or advertising thinking that when they customer
sees the product or service in action, theyll forget why they came
in. The consequences of that strategy could reach well beyond upset
customers. You not only could have negative publicity, but you could be sued
or be assessed monetary penalties.
copywriting. Nowadays, people will ignore your marketing if it includes the
catch. People learn from experience. Dont use free unless you mean
that something is absolutely free. If there is a condition, such as
Guarantee: When something is guaranteed,
consumers feel a sense of trust. They let down their guard a bit to try a
product. So it's understandable that many marketers use the word
""money-back guarantee,"" ""results
guaranteed,"" and variations such as ""or
your money back."" But nothing makes a customer more angry
than if the guarantee doesnt hold up. You can almost guarantee
dont follow through.
worried about price. Price is often a deciding factor on a customers
decision to purchase a product. If you say you have the lowest price,
youd better check to make sure. Once you make the claim and a
customer finds a similar product, or the same product elsewhere, your
believe any of your future claims. Pricing claims actually arent
used as much because so many people have been burned by them, the claims just
arent very credible.
effectiveness because its been overused. Unfortunately, today many
consumers expect to be taken advantage of, so consumers find it hard to
offer or claim, the waters get murky. For example, ""up to
percent off, but the majority may be offered at a far lower discount or no
discount at all. Consumers see ""50 percent off""
and act, but are upset when they arrive for the advertised sale and find just
one unpopular item available at that discount. Customers leave unsatisfied,
and dont buy anything. They also wont return now that
versus the rewards. If you advertise using words such as
""free,"" be sure you can prove your
Make sure you clarify any claims that could appear misleading. Ask
your co-workers if they think your claim could be misunderstood in some way.
If so, you need to clarify your message. For example, rather than saying,
""We have the best customer service,""
customer service by The Local Magazine."" In this example,
not only does the revised copy clarify claim, but it also shows credibility,
because someone is making the claim for you.
Whatever words you choose to use in your advertising, be sure to
clarify your statements and make sure you can prove the claims in your copy.
In today's world of excessive lawsuits, it's vital that you protect your
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