Quite often we see brands making claims or offering benefits that are incredulous.

The product or service may be tops in its category and perform up to expectations, but an unbelievable statement of superiority will cause prospects to shy away, and perhaps even scoff.
Credibility is so important in building trust for a brand that any hint of exaggeration can be detrimental. Remember that folks have long memories, particularly about negative or untruthful claims. And even if a statement is true, it may not be creditable, so be careful that your enthusiasm doesn’t carry you away. Look at those claims from a customer’s point of view.

Even attempts at humor along these lines (Dairy Queen’s “cats in a bubble” ad, for instance) tend to diminish the brand’s credibility. Continue reading →