Scientific Advertising: How to Stand Out With Facts
Talk More About What You’ve Got
Reveal your inner secrets. Delight your customers. Describe what is unique, inspiring and fascinating about what you’ve got. That’s one big difference between marketing and writing. But there’s no reason your marketing can’t use the art of descriptive eloquence. It’s the same thing you do during a live sale, and it’s part of the psychology of your ads.
Now, scan the selection again. Note that McPhee didn’t use a single word of fanciful imagery. He used description. Everything he said was real. Yet he spun a book of facts about a single subject that is well known among narrative nonfiction readers ... because well-told facts sell themselves.
You can even tweet them:
- “Cut the grease like they do in Afghanistan …”
- “Why the Dalai Lama never peels an orange …” and
- “Lollypopify your fav fruit …”
Claude Hopkins explains: “The weight of an argument may often be multiplied by making it specific. Say that a tungsten lamp gives more light than a carbon and you leave some doubt. Say it gives three and one-third times the light and people realize that you have made tests and comparisons.”
(It’s also more interesting.)
“A dealer may say, ‘Our prices have been reduced’ without creating any marked impression. But when he says ‘Our prices have been reduced 25 percent’ he gets the full value of his announcement.
Hopkins shows us several more examples of products that advertised in competitive markets by using highly specific facts and profited. Here is one that sounds like our excerpt from John McPhee. But it’s not about oranges. It’s for Schlitz beer:
“In the old days all beers were advertised as ‘Pure.’ The claim made no impression. The bigger the type used, the bigger the folly. After millions had been spent to impress a platitude, one brewer pictured a plate glass where beer was cooled in filtered air. He pictured a filter of white wood pulp through which every drop was cleared. He told how bottles were washed four times by machinery. How he went down 4,000 feet for pure water. How 1,018 experiments had been made to attain years to give beer that matchless flavor. And how all the yeast was forever made from that adopted mother cell.”
“All claims were such as any brewer might have made. They were mere essentials in ordinary brewing. But he was the first to tell the people about them, while others cried merely ‘pure beer.’ He made the greatest success that was ever made in beer advertising. ‘Used the world over’ is a very elastic claim. Then one advertiser said, ‘Used by the peoples of 52 nations,’ and many others followed.”
You can tweet that, too: “See the 1,018 tests that prove our beer is pure...” and lure your customers with infectious facts.