Quick insight for today…
You want to be very careful doing claims and guarantees.
After consulting for various niches and offers, I’ve seen it all.
It’s usually cyclical and it goes like this…
New Claim → Trending Claim → Abused Claim → New Claim.
For example:
Gym A promises that you will lose 10kg in 1 month.
The guarantee takes off (Trending)
Then competitors start copying… (Abused)
And then more participants in the industry creates bigger and pompous claims.
E.g. Lose 20kg in 1 month.
Lose 10kg in 1 month while eating fast food.
Lose 8kg in 1 month without intensive exercise.
This creates a vicious cycle for you and the industry.
This is why I’m a big believer in not competing on claims.
It’s not a wise decision to over promise anything in exchange for attention.
In a bad case, you may get into trouble with a nasty customer demanding an explanation if your product doesn’t work.
In the worst case, you may get canceled online…
Or have authorities knocking on your door for false advertising.
Remember, as a student of direct-response, you also want to be ethical when it comes to your advertising…
Because what goes around, comes around…
While you may have FB/IG enforcing compliance with regards to the industries you’re in…
Don’t forget it’s eventually people who will click on your ads and buy from you.
You never want to promise something that you:
- Cannot Deliver.
- Cannot regularly ensure consistent results.
- Anything too over-the-top or ridiculous.
Instead, look at creating differentiation via other methods – Such as brand, product, or lead magnet.
You don’t want to stake your reputation for short term gains.
Remember, focusing on the long-term game is how you win.
