What's the ideal number of claims to persuade buyers?
Sales & Marketing

What's the ideal number of claims to persuade buyers?

September 2, 2023

Have you ever wondered how many positive things you should say about your product? The golden number is three.

The Magic of Three Claims

Why three? The research says that three claims works best for persuasion. So, go with three strong points about your product. Here are some examples from popular brands:

  • BMW: "Dynamic, Efficient, Luxurious"
  • L'Oréal: "Innovation, Excellence, Expertise"
  • Rolex: "Precision, Luxury, Performance"
  • Lexus: "Luxury, Elegance, Performance"
  • Dove: "Gentle, Moisturizing, Nourishing"
  • Tiffany & Co: "Elegant, Romantic, Timeless"
  • Volvo: "Safe, Reliable, Innovative"
  • My Tinder profile: "Tall, Dark, Handsome"

So, what happens if you use less than 3 claims? Well, you're missing out because 3 is where the magic starts.

And what if you use more than 3 claims? Using more than 3 claims can raise red flags because it looks like you're trying too hard. That's why I don't claim that I'm tall, dark, handsome and good at beer pong (even though it's true).

Why does it work? 🤔

It turns out 3 is a magic number in many areas of life because it's the smallest number that forms a pattern...and human brains love patterns (and taste good, if you're a zombie).

Are there times when 3 doesn't work? If you ever advertise on a billboard then it's better to just use a single strong claim. I've also heard that 3 doesn't work well on dates...unless you're into that kind of thing (no judgement).

Putting it to Work

1. Identify your product's top three features or descriptors (adjectives).

2. Highlight them in your ads, packaging, on your store, etc.

3. If you need more than 3, you could use the rest as secondary info, but keep it simple and clear.

Remember, whether it's describing breakfast cereal or a high-end watch, three positive claims are your ticket to success, sales and growth (see what I did there? 😉).

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study here.

Quote of the week 💬

Half the money I spend on advertising is wasted; the trouble is I don't know which half.

- John Wanamaker

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