Making Superficial Claims
Are you making meaningless claims about your product or service?
People expect you to believe your product or service is better than your competitors. But the question, Is it really?
What makes yours better? If you say your product is the best, how? If you say yours is cheaper, be specific. Remember the public is very savvy, they know cheaper is not always better.
Statements anyone can make such as better, cheaper, the best, will prompt readers to discount all your other claims. Prospects expect salespersons to be enthusiastic about what they are selling. But when you only make general statements others make, you do not impress the buyer.
Backup a specific fact or figure makes it believable. Prospects do not expect you to lie.
If you state a fact, add a number to justify and prove the fact, you will improve your credibility. People assume you did research to make the claim.
Credibility produces trust.
People buy from those they trust.
Test your competitors. Provide the comparisons of why your product is better. Or you can claim your product has test results and then produce the data.
If your competitor can make the same claim and doesn’t, seize the opportunity and follow up with the numbers to justify. Was your product created in a controlled environment kept at a constant temperature? List the temperature, the type of controlled environment, what the machines do, such as how many revolutions per second.
What makes your product different? Is it infused with exotic flavors? Your competitor might also have exotic flavors, but if they don’t mention that fact they are losing out on being unique.
Whatever you sell, your customer has to feel they are getting value for their money. Convince them your product is much better by making factual statements and they will perceive your product as superior.
If a claim is worth making, then make the information impressive, following with backup to substantiate the statement. When you have more than one claim use them.
You have one shot at convincing a customer your product is what they want. One claim might appeal to someone and another claim to others. If you have 5 claims, use them. No one will read your ad somewhere else. Their opinion is made on the first read. You will only have one chance to convince them your product answers their needs.
If a claim is important enough, use it. Don’t hold back on what appears valuable to a buyer. Continue to find more claims and add them to your list. Make your list grow over time will only help to sell your product. Important; your claims must be real, must be useful, and backed up by figures and tests.
What you fail to tell a reader could be the main reason they lack interest in your product. Never forget this when you are seeking claims for your product.
Your ad is for a new reader.
A rare chance you will get a person to read your ad again. This is the reason to put all your claims up front. Your new reader has to accept or reject what you claim and you only get one chance to convince them.
Later you might add new claims but if the reader has read your ad before they will recognize they made the decision to not buy your product. Too late now to get them to change their mind.
Hold the interest of a reader or they will move on to something else. Always create for the new prospect.
A complete story sells a product. Short statements why someone should spend their hard earned money on your brand because you told them to, is not a good reason. Especially if they are happy with their favorite brand.
Your customer will read as much as possible to make an educated decision in how they will spend their money. The higher the cost of a product the more information a potential customer needs. Being brief will not sell expensive items or get someone to switch brands. Brand loyalty reigns and few will change brands unless the persuasion is convincing.
Customers need to know how your product benefits them. Spark their interest and they will continue to read.
Be careful using pictures, you should only use them to provide a convincing argument. Pictures are a waste of valuable space if they can’t help sell your product.
As a copywriter:
I help build businesses, bringing new products and services to the world.