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Writing and communicating more compelling claims can transform the appeal of a brand or a single product, old or new. This is especially relevant when product innovation budgets are tight, or when a brand is looking to maximise the appeal of a new technology that is being launched.
This blog highlights "seven top tips" to help you write more compelling claims for your brand or business.
1. What's The Memorable Promise?
Our definition for a "winning claim" is one memorable promise you can make about a brand or a product's benefit, that grabs your target customers attention and encourages them to buy. So, before you start writing new claims, make sure you are crystal clear about the key benefit(s) of your brand or your hero product. You also want to be clear about the main target audience and the type of language you need to use to "grab their attention". Work hard to be different, but make sure the claim remains relevant and true. Take a look at the following example from the Roc skincare brand.
2. Be Emotional and Rational
There are a wide range of claims and promises you might use e.g. being superior to competition; being the first product that offers a certain benefit; claims linked to new formats and packaging; recommendations and endorsements from experts and influencers; or even claims linked to a new ingredient or technology. However, our experience is that some of the most compelling claims combine a promise that is both emotional and rational; and that this can be even more compelling if it is linked to a brand equity that is already strong. Take a look at a great example of a claim for Johnson's Baby with a rational claim of "our softest ever", combined with a memorable and emotional claim of "for even more cuddles".
3. Give a Short Reason to Believe
Winning claims not only need to be inspiring, they also need to be credible and true! When developing early claims, we use a short "claims sandwich format" with around 250-300 characters. This not only includes the "memorable promise" but a few words that provide credibility and reassurance, the "reason to believe". This is normally linked to the technology that is supporting the promise, but it can also be linked to the heritage and equity of the brand. The language and tone of voice that you use are normally critical in supporting your reason to believe. The following example from GSK's Sensodyne has a strong claim "actually repairs sensitive teeth". The word "actually" is particularly important in communicating "our claim is true", and is supported by a "good reason to believe" (novo technology demo with dentist endorsement).
4. Be Insightful and Use Everyday Language
When writing claims, not only focus on the key benefit of your brand or product, but link your claims to relevant consumer insights and pain points. Use "every language" that is clear and compelling...which can be equally supported with clear advertising images and consistent point of purchase messaging. External creative agents and good copy writers can provide strong support in this area. Take a look at a great example from the Innocent brand, with a clear and simple claim ("packed full of natural fruit and nothing else") supported by empathetic and insightful language that connects with the target audience ("probably like us, you are a bit rubbish at eating fresh fruit").
5. Use Words But Think Pictures
We have run many projects where brands are limited by the claims that they can make, either for regulatory or for competitive reasons. However, this shouldn't stop the creativity as some of the strongest claims that brands make, turn words that brands would like to use, into powerful visuals and advertising. One great example is an old campaign from Virgin Atlantic that ran a successful TV campaign with visuals supporting the launch of a new business class seat, with an inferred claim that you will "get such a great night's sleep, you will wake up looking and feeling years younger". I think they must have stolen the idea from Roc Skin Care in the example above! Watch the ad for inspiration, it is also great fun!
6. Link Winning Claims to the Name of the Product
The dream scenario is to have a winning claim that is linked to the name of the product, or an associated "on-pack" trade mark. On some projects that we run, patent and trade mark attorneys are involved at an early stage in helping to select the winning claim to progress e.g. if they are able to obtain legal protection for the key markets where the main claim will be used. The launch of Adidas Boost is a great example of how a name is linked to the main claim that they are using. In a highly competitive market, dominated by two brands, Adidas used a new technology with a compelling claim and name to stand out from the crowd.
7. Run Quick Claims Testing
Finally, as you write new claims, look to get fast feedback from target customers to help you refine language, and to focus on the claims that have most potential There are numerous ways to quickly engage target consumers via different online tools, both to develop early claims and importantly, to screen and gain feedback to claims with greatest potential. For example, in 2019, we launched a new platform called Zip-Zap Ideas®, an online collaboration tool makes it faster and easier for large teams to share and refine new ideas linked to a specific business challenge....in workshops and for on-the-go brainstorming (that's the "ZIP"). But importantly, Zip-Zap Ideas® gives innovation teams a fast and effective way to evaluate leading claims with their wider target audience, including target consumers, to identify and focus on the winning claims with greatest potential (that's the "ZAP").