Comments on: Should Advertising Claims be Bold or Modest? http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/ bly.com direct marketing blog Thu, 08 Jan 2009 13:08:28 +0000 http://wordpress.org/?v=2.3.1 By: Free people search http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-346799 Free people search Sun, 27 May 2007 16:53:38 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-346799 <strong>Free people search</strong> Find peoples for free Free people search

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]]> By: Sheri Cyprus http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-329889 Sheri Cyprus Thu, 17 May 2007 17:11:54 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-329889 I know I'm way behind on the date here, but I have to comment that David Leland's direct headline is the best, in my humble opinion. :) I'm a fairly new copywriter, but I've actually beaten the controls of a fairly famous copywriter with nearly 30 years experience (it's not anyone here!!!!) by using direct, carefully worded headlines like David's. "How to Help Your Child Pass Chemistry" has the 'power words' "how to", "help" and "your" and it backs up the research (teacher's comment) that the kids are looking to pass chemistry, not get A's etc. Doesn't this heaadline communicate the desired message in the best possible way to the target audience? I know I’m way behind on the date here, but I have to comment that David Leland’s direct headline is the best, in my humble opinion. :) I’m a fairly new copywriter, but I’ve actually beaten the controls of a fairly famous copywriter with nearly 30 years experience (it’s not anyone here!!!!) by using direct, carefully worded headlines like David’s. “How to Help Your Child Pass Chemistry” has the ‘power words’ “how to”, “help” and “your” and it backs up the research (teacher’s comment) that the kids are looking to pass chemistry, not get A’s etc. Doesn’t this heaadline communicate the desired message in the best possible way to the target audience?

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]]> By: David Leland http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-318147 David Leland Thu, 10 May 2007 16:11:07 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-318147 Boy, am I behind the curve here...it's already May 10. The obvious answer is How to Help Your Child Pass Chemistry... That may mean something different to each parent and student. But the bottom line is that they will pass... Boy, am I behind the curve here…it’s already May 10.

The obvious answer is How to Help Your Child Pass Chemistry…

That may mean something different to each parent and student. But the bottom line is that they will pass…

]]> By: Pam Kock http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306969 Pam Kock Wed, 02 May 2007 20:42:55 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306969 Maybe it's because my kids are still too young to be sweating for quantified test results - I realize a lot rests upon those numbers - but my concerns would be different. More than grades, I'd want my kids to really absorb the material, develop a passion for the subject, and remember what they learned in years to come. But maybe that is not your focus. Is your focus truly on simply getting the grades or high NCLB test numbers? Are you teaching memory tricks or actual chemistry? Are you selling a shortcut to that A or tips to ignite the child's interest in the subject? Unfortunately, the shortcut would probably sell much better. Maybe it’s because my kids are still too young to be sweating for quantified test results - I realize a lot rests upon those numbers - but my concerns would be different. More than grades, I’d want my kids to really absorb the material, develop a passion for the subject, and remember what they learned in years to come.

But maybe that is not your focus. Is your focus truly on simply getting the grades or high NCLB test numbers? Are you teaching memory tricks or actual chemistry? Are you selling a shortcut to that A or tips to ignite the child’s interest in the subject?

Unfortunately, the shortcut would probably sell much better.

]]> By: Frank Catalano http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306651 Frank Catalano Wed, 02 May 2007 15:28:22 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306651 Bob: I'm happy to agree to disagree. Although this does raise another good (copy) point -- that the approach needs to be based on the desired outcome. If it's a parent, such as you, who wants a good transcript for college, then focusing on the letter grade is great. But if it's a parent who is worried that a child may not be promoted to the next grade based on how the child does on the new proficiency tests, that may require a different approach. Depends on the target customer's desired outcome. Bob: I’m happy to agree to disagree. Although this does raise another good (copy) point — that the approach needs to be based on the desired outcome. If it’s a parent, such as you, who wants a good transcript for college, then focusing on the letter grade is great. But if it’s a parent who is worried that a child may not be promoted to the next grade based on how the child does on the new proficiency tests, that may require a different approach. Depends on the target customer’s desired outcome.

]]> By: Bob Bly http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306601 Bob Bly Wed, 02 May 2007 14:18:56 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306601 Frank: let's agree to disagree. I have two sons, 17 and 14, and the focus is on the grades, which the students have much more control over. Colleges look at SATs, grades, and activities. Frank: let’s agree to disagree. I have two sons, 17 and 14, and the focus is on the grades, which the students have much more control over. Colleges look at SATs, grades, and activities.

]]> By: Frank Catalano http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306549 Frank Catalano Wed, 02 May 2007 13:40:36 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306549 I have to disagree. The focus on grades is not what worries parents the most these days. It's passing the state-required tests. A copywriter does the client a disservice by not being up on what really motivates the target audience. In this particular case, focusing on the letter grade (which the state-required tests don't have) can hurt response rates. It's important to have a subject-matter expert who's current in an area in which copy is being written who is able to review headlines and copy to make sure they are speaking to the present, not the past. I have to disagree. The focus on grades is not what worries parents the most these days. It’s passing the state-required tests. A copywriter does the client a disservice by not being up on what really motivates the target audience. In this particular case, focusing on the letter grade (which the state-required tests don’t have) can hurt response rates.

It’s important to have a subject-matter expert who’s current in an area in which copy is being written who is able to review headlines and copy to make sure they are speaking to the present, not the past.

]]> By: Bob Bly http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306506 Bob Bly Wed, 02 May 2007 12:54:50 +0000 http://bly.com/blog/general/should-advertising-claims-be-bold-or-modest/#comment-306506 Or: How to Get Straight A's in High School Chemistry ... by Someone Who Did." Or: How to Get Straight A’s in High School Chemistry … by Someone Who Did.”

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