Part of the problem was that no one wanted to be the first customer. So they added a passing comment in their sales presentations, affirming that there had been a ‘number’ of sales of a particular product. The number was, of course, zero. But it’s a number, nevertheless!

I do agree with Howard though. Some times you need to use the weasel words. Especially if you’re lumbered with writing about a product or service that just isn’t that impressive.

Thanks for the kind words.

It’s an interesting question. My own answer is that many consumers are still convinced by the claims they hear. Look at TV ads created by brands owned by Procter & Gamble, who really don’t mess about when it comes to understanding the consumer. When marketing products such as shampoo, they’ll use loads of ’science bits’, stats, surveys and claims that, to me, seem utterly flimsy. But we have to assume they’re doing the business for the advertiser.

As this piece shows, unsubstantiated claims won’t stand up to close analysis. But many of them are being made through media that aren’t closely examined, or to audiences who aren’t paying full attention. We’re all busy and we don’t have time to weigh every marketing message that comes our way. All else being equal, it could be enough just to plant the idea of worth in the reader’s mind, even unconsciously. When the ‘moment of truth’ arrives, that perception or memory could be enough to swing them towards your client’s product. Do you always know why you buy?

Tom