Persuasive Advertising - J. Scott Armstrong [133]
Forceful text, which is often useful in advertising, would seem most persuasive when customers are not confident of their knowledge.
7.3.1. Use specific words
Specifics sell. (Old adage)
In the late 1600s, John Houghton, one of the first advertisers to test ads, concluded that it pays to use specific (concrete) words. His early ads had included statements such as, “I know of several curious women that would wait on ladies to be housekeepers.” However, by comparing different approaches, Houghton learned the value of being specific: “I have been to Mr. Firmin’s workhouse in Little Britain, and have seen a great many of what seem to be excellent linens.”
Hopkins (1923) noted that all beers were advertised as “pure.” This claim had little effect. But one brewer’s ad campaign showed a plate-glass room in which beer was cooled in filtered air, using a wood pulp filter. It explained the brewing process, including how bottles were washed four times by machinery and how the company went down 4,000 feet to draw water. Hopkins claimed that this campaign was a success.
This principle is widely accepted. For example, in our WAPB analysis, 61 percent of the 480 full-page magazine ads used specific words. We might wonder why usage is not higher, however, as this principle is inexpensive, easy to implement, and has no known limitations.
Evidence on effects of being specific
The following lab experiment found that specifics sell:
In a Yellow Pages experiment, subjects were more likely to select products from ads with specific information. In a mall-intercept study, 601 subjects saw simulated Yellow Pages ads and then selected products. Some subjects were given ads with general product information, such as “Fresh flowers” with pictures of flowers, and others were given specific information, such as “Fresh roses” with pictures of roses. Subjects given ads with specific information were 1.8 times more likely to select products than those given general-information ads (Fernandez and Rosen 2000).
A lab study randomly assigned alternative versions of print ads for known and imaginary automobiles to 377 subjects. Ads with concrete words (ones that could elicit an image) led to 10 percent higher intentions to purchase than did ads with abstract words (Burns, Biswas, and Babin 1993).
Two versions of a print ad for the Movado Equinoxe watch were randomly assigned to 120 subjects. Each ad made the same points and emphasized the importance of water resistance. One version used concrete nouns, verbs, and expressions, and was specific about the actions, outcomes, and situational context. For example, it stated, “According to industry sources, 3 out of every 4 watch breakdowns are due to water or moisture getting into the case.” The abstract version stated, “According to industry sources, many watch breakdowns are due to water getting into the case.” The subjects who received the specific version had higher purchase intentions (MacKenzie 1986).
In three lab experiments, subjects found it easier to remember concrete words than abstract words for both written and spoken messages (Walker and Hulme 1999).
Our quasi-experimental analysis provided further support:
Print ads using concrete words and expressions had much better recall. Our WAPB analysis found 38 pairs of print ads in which one ad used specific concrete words and expressions, while the other did not. An ad for Kohler that claimed, “San Raphael toilets. Low profile styling conserves space. The efficient design uses less water—only three and one-half gallons” had a recall score twice that for another Kohler ad that stated, “Vanquish those dragons of the Age of Commonplace.” Recall for the ads with specific words was 1.32 times better than for the other ads.
7.3.2. Use power words if they fit the product
Copywriters often recommend the use of power words, such as “free,” “improved,” “new,” or “faster”—provided that they fit with the product. This principle can also be stated as avoidance of powerless words.