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Grow your trust by shrinking your claims
Subject Lines
Smaller promises get bigger resultsGet a bigger response with smaller claims.- This makes ambitious buyers trust you more.
- Grow trust by shrinking your claims.
- This attracts higher-caliber clients.
- How to attract the sharpest clients in your niche.
- How to appeal to clients who don’t fall for hype.
Body
If you want to generate more response from your content, copy, emails, ads, sales pages, etc…
Especially from ambitious people who take their growth seriously. People who are already successful in many other areas of life (yet, perhaps, not as successful as they would like to be in the area that you solve for…)
People who are serious about getting results.
People who have the drive and follow through to get real benefit from your products and services.
Then I’d like to share a simple solution that, if used properly and consistently over time, helps these type of people trust your work more and choose you over similar offers in your niche.
The idea dates back to the 1960s.
At the time, you could walk through any stereo hi-fi shop and see the walls plastered with ads filled with absurd promises that no in-home speaker at the time could ever produce.
“Concert hall realism in your living room!”
“Live music quality — indistinguishable from the real thing!”
“The first speaker system capable of true concert level sound pressure in the home!”
This was the hi-fi boom.
And stereo equipment was flying off the shelves in an all out arms race of exaggerated claims about overly-dramatic acoustic misrepresentations.
Meanwhile…
A newcomer to the scene, Acoustic Research, who had just launched in 1954, quietly produced a better speaker with lower distortion levels than all of it’s competitors. They were a small but well respected brand, with only a tiny sliver of market share.
And their early advertising reflected that.
Mostly text, short on emotion, light on claims, and almost academic.
They talked about acoustic suspension and getting deeper bass from smaller cabinets rather than concert quality stereo sound. But in the early 1960s, while all their competitors continued to escalate their emotional claims, AR took things in a different direction.
They shrank their claim down to the smallest, most verifiable statement a speaker company in their position could make.
“Our speakers measure flatter in frequency response.”
This was a claim that any engineer could test, and any lab could confirm.
It was not subject to hype, or taste, or opinion.
It was simply a tiny technical fact that would become the standard by which all other alternatives in the market would be measured from that day forth. And with this one tiny, undeniable marketing claim, AR rose to almost triple the market share of their largest competitor, swallowing approximately 32% of the entire hi-fi speaker market in 1963.
They would go on to publish things like full frequency-response graphs, distortion curves, and independent lab measurements right there in their ads.
They opened the now-famous AR Music Room in New York City, where anyone could walk in and compare AR speakers directly against competing models in controlled listening experiments.
And they began hosting their legendary “Live vs. Recorded” concerts, where an actual chamber ensemble playing behind a curtain and the audience had to guess whether they were hearing the musicians or the playback coming through the AR-3s.
No hype, no adjectives, no emotional language.
Just, “Here’s the data, here’s the proof, here’s the sound… what do you think?”
And you can do the same in your writing and marketing too.
By simply tracking and reporting on your lived experience in your marketing, you can slowly and steadily build an undeniably better product or offer for your clients and your customers, and then present it to them with objectively verifiable data that makes your claims fairly difficult to ignore.
If you’d like to do something similar with your writing and your marketing.
I recommend hopping on the waitlist for the legendary writing bundle by heading on over to the link below:
https://kevinhood.me/legendary
Your pal,
Kevin Hood