In Frank Herbert’s Dune, personal shields stop fast attacks. A knife can pass through a shield if it moves slowly enough. A fighter who attacks with more speed meets more resistance.
Buyers can react in a similar way to sales messages.
Many buyers have heard promises of “revolutionary breakthroughs” and “effortless results” for years. They know these phrases, and they have learned to question them.
Look at this claim:
“Our revolutionary AI system will completely transform your customer research.”
The reader must first decide if the claim is true. What makes the system revolutionary? What does “completely transform” mean? Where is the proof?
These questions can make the reader doubt the claim before they understand the product.
Now compare this statement:
“Use AI to put customer comments into groups. Find the complaints, objections, and results that customers mention most often.”
The reader can understand what the product does. They can also decide if the task has value for them.
The second statement can still need proof, but it gives the reader a clear claim to examine.
This is the slow-knife rule for sales copy: When buyers resist large promises, show them specific actions and results.
Try this on your sales page.
Find a claim that uses strong promotional words. Remove words such as “revolutionary,” “amazing,” and “powerful.” Then explain what the product does, show a result that you can prove, or describe how it works.
Do not remove the benefit. Make the benefit clear and specific.
A simple claim is not always a true claim. You must still provide proof. But a clear claim helps the reader understand what you promise.
Before you make your next claim stronger, ask this question:
Does this claim need stronger words, or does it need to give the reader fewer reasons to doubt it?
RW
.
.
.