Claims made in your marketing communication are important.
However if there is not any substance behind the claim then it can damage your brand’s reputation and affect your customer relationships to say the least.
Large companies make sure that any claim they make about their brands they have data to substantiate the claims.
If not, competitors and customers will call them out.
This does not happen with smaller businesses and you often see claims made that are actually false or at best hollow.
One easy way to see if the claim could be misleading is if there is not any data published.
If you see someone claim to have the Number 1 offering for example, look for supporting evidence.
The ones that can support their claims often have independent data clearly published on their website and the data can be verified.
I am not sure if this is a trend, but I am seeing more of these Number 1 claims.
So, before you are tempted to go down this path ask yourself these questions:
Is It Meaningful To My Customers?
If you know that these types of claims are important especially in the buying decision then fine, if you are not sure then check it out before you do.
Will It Strengthen My Relationships With Customers?
Some customers like to be associated with companies making these claims. However others do not care and are more impressed with what you will actually do to help them with their needs.
Why Do I Want To Make The Claim?
If it is an important element, for example to attract subscribers or advertising then fine use it. If it is for your ego then perhaps rethink.
Can I Support The Claim With Data?
If you can’t then do not use the claim as someone will call you out on it.
Claims are an important part of your marketing communication you just need to be sure you choose the ones that matter most for your business and customers.
Over to you, what are your thoughts when you see these types of claims?
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