The Benefits of Specific Advertising

The great Claude Hopkins (Author of Scientific Advertising) once said, “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.

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Why Is FREE The Most Powerful Marketing Word You Can Use?

As the famous cowboy Will Rogers once said, “Even if you’re on the right track, you’ll get run over if you just sit there”.

So what does that have to do with “FREE”? Quite a lot really.

Firstly, business is a constant evolution – a process, you simply cannot remain still even if you are in the lead. You need to be constantly improving, constantly evolving and constantly looking for ways to differentiate yourself from the other guy.

Here’s why:

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