« “Scientific Advertising In The 21st Century” - Part 9 “Art In Advertising” | Home | “Scientific Advertising In The 21st Century” - Part 10 “Things Too Costly” »
When It’s OK To Brag…
By Kevin Francis | August 26, 2008
…maybe!
Let’s face it, nobody likes a braggart. Which is why one of the guidelines for effective copywriting is to focus on your prospective customer rather than indulge in chest-thumping about how great you or your company are.
However, there is a lot of poor copy out there and you often see ads loudly proclaiming “We’re #1 In XYZ” without anything to back up the claim.
I saw a couple of ads like this today, which prompted this post.
But, it did occur to me that there are occasions where it is OK to “brag”. They are…
- When you’ve genuinely got something to brag about and you can back it up; and…
- What you’re bragging about is relevant to the customer
Basically, when you’ve got something that enhances credibility and helps advance the sales argument, then it’s fine to include it.
Just make sure, as always, that the focus is on the customer rather than being self-indulgent.
Topics: Copywriting |
Comments
You must be logged in to post a comment.