Claim Enhancers

Question 1

1

Answer 1

Measure the size of the claim

Question 2

2

Answer 2

Measure the speed of the claim

Question 3

3

Answer 3

Compare the claim to its (unnamed) rival

Question 4

4

Answer 4

Metaphorize the claim (e.g. “Banishes corns!”)

Question 5

5

Answer 5

Sensitize the claim by making the prospect feel, smell, touch, see or hear it (“Tastes like you just picked it!”)

Question 6

6

Answer 6

Demonstrate the claim by showing a prime example

Question 7

7

Answer 7

Dramatize the claim, or its result (e.g. “They laughed when I sat down at the piano – but when I started to play…”)

Question 8

8

Answer 8

State the claim as a paradox

Question 9

9

Answer 9

Remove limitations from the claim

Question 10

10

Answer 10

Associate the claim with values or people with whom the prospect wishes to be identified

Question 11

11

Answer 11

Show how much work, in detail, the claim does

Question 12

12

Answer 12

State the claim as a question (e.g. Who else wants whiter wash – with no hard work?”)

Question 13

13

Answer 13

Offer information about how to accomplish the claim

Question 14

14

Answer 14

Tie authority into the claim

Question 15

15

Answer 15

Before-and-after the claim

Question 16

16

Answer 16

Stress the newness of the claim

Question 17

17

Answer 17

Stress the exclusivity of the claim

Question 18

18

Answer 18

Turn the claim into a challenge for the reader

Question 19

19

Answer 19

State the claim as a case-history quotation

Question 20

20

Answer 20

Condense the claim – interchange your product and the product it replaces

Question 21

21

Answer 21

Symbolize the claim – replace the direct statement or measurement of the claim with a parallel reality

Question 22

22

Answer 22

Connect the mechanism of the claim in the headline (e.g. “Flots fat right out of your body!”)

Question 23

23

Answer 23

Startle the reader by contradicting the way he thinks the mechanism should work

Question 24

24

Answer 24

Connect the need and the claim in the headline

Question 25

25

Answer 25

Offer information in the ad itself (e.g. “What everybody ought to know about the stock and bond business!”)

Question 26

26

Answer 26

Turn the claim or the need into a case history

Question 27

27

Answer 27

Give a name the to the problem or need

Question 28

28

Answer 28

Warn the reader about possible pitfalls if he doesn’t use the product

Question 29

29

Answer 29

Emphasize the claim by its phraseology – by breaking it into two sentences, or repeating it, or a part of it

Question 30

30

Answer 30

Show how easy the claim is to accomplish by imposing universally-overcome limitation

Question 31

31

Answer 31

State the difference in the headline

Question 32

32

Answer 32

Surprise your reader into realizing that former limitations have now been overcome

Question 33

33

Answer 33

Address the people who can’t buy your product

Question 34

34

Answer 34

Address your prospect directly (e.g.”To the man who will settle for nothing less than the presidency of his firm”)

Question 35

35

Answer 35

Dramatize how hard it was to produce the claim

Question 36

36

Answer 36

Accuse the claim of being too good (e.g. “Is it immoral to make money this easily?”)

Question 37

37

Answer 37

Challenge the prospect’s present limiting beliefs (e.g. “You are twice as smart as you think!”)

Question 38

38

Answer 38

Turn the claim into a question and answer