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

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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
#copywriting #credibility #innocent #kills #mistake #simple
  • Have you tested this theory?
    • [ 4 ] Thanks
    • [1] reply
    • Nope. I haven't.
      But I spent over 106.32 seconds typing the OP.
      • [1] reply
  • 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.
    • [ 5 ] Thanks
    • [1] reply
    • Y'got me there, Brian!

      I guess I need training on how to write a semi-compelling headline!

      Cheers.

      -- TW
      • [ 1 ] Thanks
      • [1] reply
  • Isn't that simply the reverse of "Now you can get this for under $500!" where the price is $499?
    • [ 1 ] Thanks
    • [1] reply
    • No -- because 500 IS a "benchmark" number. It would be suspect if it said, "Get this for under $467!" - And you can see why, yes?

      -- TW
      • [1] reply
  • 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
    • [ 4 ] Thanks
    • [1] reply
    • 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!
      • [1] reply
  • 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
    • [ 1 ] Thanks
  • I made under $2,543,123.01 last month from things I've discovered on this forum.

    Won't you join me?
    • [ 3 ] Thanks
  • With all this advice I'm sure I can make up to
    $4,245,658.18 or more.
    • [1] reply

    • You beat me to it...

      I was gonna bring that up as another, similar, credibility killer I've seen + heard A LOT...

      "You can save/make UP TO $[whatever], OR MORE!"

      Huh?!?

      The high(est), utmost, MAXIMUM possibility is X.... but you could make X PLUS Y.

      Makes no sense!

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

    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!