Obvious Claim

Description

Take something that is patently true and claim that it is especially true for your product. This can include ingredients (that are in all such products), benefits (that everyone else offers too).

Make the claim boldly, with an authority and confidence that cannot easily be challenged. Use associated pictures and images that distract the other person from your outlandish words.

Discussion

The Obvious Claim, above all others, is pure bullshit. It takes what is completely undifferentiated and makes it different and special. More than other claims, this needs images and other sensory stimulation that distracts the target person from thinking about what is being said. Pictures of chilled glasses of beer, elegant women and smart men all help. The Obvious Claim is just ear candy to associate with these other attractions.

When you hear an obvious claim, your reaction should be 'So what?' It is testimony to many advertisers that this seldom happens, even with Obvious Claims.

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Obvious Claim

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Site Menu

Quick links

Disciplines

Techniques

Principles

Explanations

Theories

And