Management

 

 

The ‘Law of Exactness’

 

 

There’s a fascinating piece of information about Mr Heinz — that man of “57 Varieties” fame.

 

When he was young, he used to sell fresh vegetables from a barrow.

 

What is fascinating is this: he had not 57 varieties, but in fact 60.

 

He had happened upon the power of exactness — or being specific. Clearly, 60 sounds like ‘advertising puffery’. 57 on the other hand, is a compelling FACT.

 

You can excite far more people to your advertising message by using specific facts about your product or service.

 

If your product is 23% stronger than the Standards specifications require, 2.65 times faster, comes in 16
fashion colours, or saves up to $97 a month in fuel bills, then say so!

 

In a headline, such specifics tend to focus the reader’s attention. It gives them some reason to stop and read on, and it helps you target your message to the reader as if you were speaking to just that one person.

 

Whenever you’re preparing an ad, keep in mind the “What’s In It For Me” principle and focus on the benefits to your prospective customers.

 

Headings like “7 reasons why you?”, or “24 ways you can?” talk to the reader and compel them to read the rest of your ad — and to pick up the phone and call you!