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Today's customers are skeptical. And can we blame them? Given all the empty promises we see in marketing and advertising today, specific claims based on real facts are a refreshing change—a difference that readers notice.
When you are describing the benefits of your product or service, you are essentially making a promise. If those promises are empty, overly hyped, or deceptive in any way, few will believe them and respond to your offer. That's why it's so important to back up your claims with specifics.
Instead of saying "We have quality service...," which means little, say "A consistent 95% client approval rating...," Use numbers and specific measurements, rather than estimates, whenever possible. If you can't, consider not making the claim. Remember, the key is to build trust, not hype.
Can you guess which of these claims beat the other in an actual direct mail test?
"One of the highest efficiency scrubber systems on the market today."
"A scrubber system independently certified at 78% efficiency."
Both claims are true and pertain to the same product. But the second, more specific, claim generated a 16% increase in responses.
Here are some other techniques you can use to back up benefits with specifics and build belief in your promise.
- Statistics
- Independent studies
- Results of audits (even internal audits)
- Charts
- Graphs
- Reviews from publications
- Ratings (even when you're not number one. Years ago Hertz proudly announced "We're number two. So, we try harder." After making that claim, the company's business soared.)
- Hard numbers (not generalities)
- Testimonials are powerful too, especially documented quotes from customers. They imply a third party endorsement that builds trust.
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