Technique: Make a distinctive claim, not a superlative claim.

Always tell a believable truth.

That’s why making a distinctive claim (and backing it with evidence) is much more persuasive than saying that your brand is the best/ the smartest/ the cheapest/ the simplest / the blablaest something.

Because as ad legend Bill Bernbach once said:

“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”

1. State a product fact in a
distinctive way
“In the church started by a man who had six wives.”

2. Signal THE ONE big virtue of using your product ⇝ “forgiveness goes without saying.”

Fallon Mcelligott “Episcopelian Church” Henry 8th print ad from the 1980s

Dave Dye