Be Specific

When using numbers, the more precise you are the more believable you will be. I was working with a "Cash for Gold" company whose ad read "We Pay More For Your Items." This sounds too much like a boastful claim to be believable. In the meeting I asked them what they pay out to an average customer. Using this data we came up with a new headline: "What would you do with an extra $404.36?" The odd number not only sparks the reader's curiosity, but also is much more credible than some vague "big bucks!" statement. This also works when you are presenting data to a customer, whenever possible be specific.

Keep Smiling, Keep Selling!

Thanks Jim Busch