Data and Claims

In every industry, you need to stand out from your competitors. People need to realize why your company, service, or product is better than others, and maybe even the best in the market, if that’s true. Of course, you want to explain all the benefits and features of your company (or service or product). But, the most powerful statement you can make in your marketing efforts is a claim. A claim needs to be factual and you need to have supporting evidence of the claim. The strongest and most influential claims are put together by analyzing a wealth of data, and using real numbers or percentages. These claims can help prospects to understand the competitive advantage that you have over others, or to simply state the expertise of a service. For instance, if you own a consulting company, a claim you could make is “On average, businesses who consulted with us monthly grew their revenue by 27%.” With this claim, you will want to have a small disclaimer to provide added context about the data. You will have to state the time frame of the data that was collected, as well as any other supporting evidence to avoid any legal issues from competitors. You need to be fully prepared to show all evidence that the claim is in fact completely true before publishing it to the marketplace, and also be ready to prove at any time that it is factual.