12 MARKETING CLAIMS TO AVOID, IGNORE & MOVE ON
03 May 2024
Written by Omneya Nabil
If you’re tempted to claim, “We’re the leading company,” STOP.
If you’re tempted to claim, “We offer the best product/service,” DON’T.
If you’re tempted to claim, “We’re the only solution you’ll ever need,” ABSTAIN.
Because you’re probably not. And there are so many other good reasons why people should choose your product/service (think benefits).
So, stop making bold marketing claims and extravagant statements just to get people’s attention.
Here are 12 crazy marketing claims you should avoid using (and run away from if you see a brand using them).
1. "We're the leading company in…"
It’s a bold statement that many brands love to make, but what does it really mean to be the “leading company” in a particular industry? Often, these claims lack context or specific metrics to back them up, leaving consumers questioning their validity.
2. "We offer the best product/service"
While every brand strives to deliver exceptional service, claiming to offer the absolute best can be subjective and difficult to quantify. What criteria are they using to measure “best”? Transparency is key when making such bold assertions.
3. "Our product is revolutionary"
Revolutionary? That’s a HUGE claim. While innovation is certainly commendable, labelling a product as “revolutionary” implies a significant leap forward in technology or functionality. Consumers may be sceptical unless they see concrete evidence to support the claim.
4. "You won't find better quality elsewhere"
Quality is subjective, and what one person considers high-quality, another may not. While it’s important for brands to stand behind the quality of their products or services, making absolute statements like this can set unrealistic expectations and affect trust if not proven.
5. "Our results speak for themselves"
It’s a common refrain in marketing, but do the results really speak for themselves? Brands that rely solely on vague claims without providing tangible evidence or testimonials risk losing credibility with their audience.
6. "Join the thousands of satisfied customers"
While boasting about a large customer base can be impressive, it’s important to ensure that those customers are genuinely satisfied. Without authentic testimonials or reviews to support the claim, it may ring hollow to sceptical consumers.
7. "Our product will change your life"
While brands may genuinely believe in their product’s transformative power, claiming it will change lives sets a high bar. Consumers may be sceptical unless they see concrete examples or testimonials demonstrating real-life impact.
8. "We guarantee instant results"
Instant results? That sounds too good to be true. While some products or services may deliver quick outcomes, promising instant results without caveats or disclaimers can lead to disappointment and dissatisfaction if expectations aren’t met.
9. "Our prices can't be beat"
Price competitiveness is essential but claiming that your prices are unbeatable may raise eyebrows. Consumers are savvy and often compare prices across multiple brands. To differentiate yourself in the market, it’s crucial to provide value beyond low prices.
10. "You'll never need another product again"
Bold claims like this imply that your product is the ultimate solution to all of your customers’ needs. However, consumer preferences and needs evolve over time, and loyalty can’t always be guaranteed. It’s important to focus on building lasting relationships with your customers rather than making sweeping promises.
11. "We're the only ones who…"
No, you’re absolutely not! Claiming exclusivity or uniqueness can be compelling, but it’s essential to verify the accuracy of such statements. It’s rare for a brand to have a truly one-of-a-kind offering. Be transparent about what sets your brand apart without overstating your uniqueness.
12. "Join the elite club of..."
Creating a sense of exclusivity can be a powerful marketing tactic, but please don’t make consumers feel excluded or inferior if they’re not part of the “elite club.” Instead, focus on inclusivity and the value proposition that your brand offers to all customers (regardless of status).
Over to you. What marketing claims annoy you the most? To join the conversation, head over to the original post on LinkedIn.