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This simple, "innocent" mistake, kills credibility...

by TimothyW
19 replies
I've seen this many times: "I used it, and made over $762!"

It would seem, in order to credibly use the word, "over," the amount that follows must be a benchmark kind of number, not a specific number. Yes, specificity raises believability, generally. But it's a mistake to use the word "over" AND specificity!

How much is "over $762?" Well, if it's $763, why don't you just say THAT number?

To my way of thinking, if you're gonna use the word "over," you must use a benchmark type of number, like $750... as in: "I used it, and made over $750!"

Cheers.

-- TW
#credibility #innocent #kills #mistake #simple
  • Profile picture of the author angiecolee
    Originally Posted by TimothyW View Post

    I've seen this many times: "I used it, and made over $762!"

    It would seem, in order to credibly use the word, "over," the amount that follows must be a benchmark kind of number, not a specific number. Yes, specificity raises believability, generally. But it's a mistake to use the word "over" AND specificity!

    How much is "over $762?" Well, if it's $763, why don't you just say THAT number?

    To my way of thinking, if you're gonna use the word "over," you must use a benchmark type of number, like $750... as in: "I used it, and made over $750!"

    Cheers.

    -- TW
    Have you tested this theory?
    Signature

    Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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  • Profile picture of the author BrianMcLeod
    I won't argue against the premise...

    But I do enjoy the irony of how oversold this revelation is based on the subject line.

    You lose more credibility by failing to deliver on a big promise than by adding a modifier to a specific claim.
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    Brian McLeod
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  • Profile picture of the author misterme
    Isn't that simply the reverse of "Now you can get this for under $500!" where the price is $499?
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  • Profile picture of the author Raydal
    Originally Posted by TimothyW View Post

    It would seem, in order to credibly use the word, "over," the amount that follows must be a benchmark kind of number, not a specific number. Yes, specificity raises believability, generally. But it's a mistake to use the word "over" AND specificity!
    -- TW
    Point taken. I'm presently reading Power Copywriting by Herschell G. Lewis
    and he goes through a list of those types of word choice, some I never gave a
    second thought about. I don't know how many other copywriters on this board has
    studied Herschell's book, but it's worth a study. It's more of a reference than
    a straight read.

    He compares words such as "Should" vs. "Had better" vs. "Ought to" for
    nuances in meaning.

    -Ray Edwards
    Signature
    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author MatthewRHallEsq
      Originally Posted by Raydal View Post

      Point taken. I'm presently reading Power Copywriting by Herschell G. Lewis
      and he goes through a list of those types of word choice, some I never gave a
      second thought about. I don't know how many other copywriters on this board has
      studied Herschell's book, but it's worth a study. It's more of a reference than
      a straight read.

      He compares words such as "Should" vs. "Had better" vs. "Ought to" for
      nuances in meaning.

      -Ray Edwards
      Ray,

      That sounds like a great reference - the kind of word-by-word analysis I've been looking for. I'll have to pick it up. Thanks!
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      • Profile picture of the author Raydal
        Originally Posted by MatthewRHallEsq View Post

        Ray,

        That sounds like a great reference - the kind of word-by-word analysis I've been looking for. I'll have to pick it up. Thanks!
        Sure. I got mine from Silver Arch Books through Amazon.com for *less than
        $10 total         (including shipping). It says "used" but is actually brand new with
        fading jacket cover.

        -Ray Edwards

        *To boost credibility, it was exactly $7.53.
        Signature
        The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Alex Cohen
    Originally Posted by TimothyW View Post

    I've seen this many times: "I used it, and made over $762!"

    It would seem, in order to credibly use the word, "over," the amount that follows must be a benchmark kind of number, not a specific number. Yes, specificity raises believability, generally. But it's a mistake to use the word "over" AND specificity!

    How much is "over $762?" Well, if it's $763, why don't you just say THAT number?

    To my way of thinking, if you're gonna use the word "over," you must use a benchmark type of number, like $750... as in: "I used it, and made over $750!"

    Cheers.

    -- TW
    Hey Tim,

    When quoting prior results, the word "over" makes the reader wonder, "The marketer should know how much he made... it's certainly easy enough to find out. Why is he being vague?".

    "Over" is okay when describing future results but not prior. Hurts believability.

    Alex
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  • Profile picture of the author max5ty
    I made under $2,543,123.01 last month from things I've discovered on this forum.

    Won't you join me?
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  • Profile picture of the author IDoTheLegWork
    With all this advice I'm sure I can make up to
    $4,245,658.18 or more.
    Signature

    ..and you WILL contribute a verse.
    Indifference is the enemy that must be conquered.
    Appeal to the crowd by addressing the person.

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