How do you overcome reader scepticism? After all, we’re all so inundated with advertising we don’t believe what advertisers say anymore. And, naturally we’re all sceptical of an advertiser’s claims in their ad.
(As an aside, the bigger the claim, the more proof you need to back up your claim.)
Well, a great way to overcome scepticism is in your headline. Address the reader’s scepticism immediately.
Take a look at this ad selling orange and lemon trees in the UK.
Naturally we’re sceptical about whether we can grow lemon and orange trees here. I mean come off it. We’ve had 3 monsoon summers. We’ve just had the coldest winter for decades. Now you’re telling me I can grow lemons and oranges?
Pull the other one. Think I was born yesterday?
But, look carefully at the choice of wording.
“…Thrive and grow like crazy here in the UK.”
Wow, that’s a great claim.
And note the use of the word “proven” in the sub-head as a proof element.
And notice the word pictures the copywriter has used underneath.
“… Survive the worst of British weather, severe frosts down to -5C …. lashing rain … sleet or snow… ferocious high winds…”
Plus there is an irresistible offer…
“ Or you pay nothing!”
This is a great money making ad. Especially with the upsell included on the order form.
Heck, I’m thinking of buying these trees myself. I can already picture the oranges and lemons growing on the south side of our house.
What do you think to this ad?
Comments welcome.
Until next time
Mark