Dear Nikken Friend,
So often we are told what we can’t say as we promote our business and its wonderful products. Don’t tell people that our products treat, prevent or cure disease. Don’t discuss illnesses. Don’t use the word ‘pain’ or ‘far-infrared’ and don’t make income claims without referencing average earnings and published documentation.
While these restrictions are important and must be adhered to in order to be compliant with regulators, advertising guidelines and consumer protection bodies, they don’t tell us what we can say. So let’s focus today in learning what can be said – because we have a big wide world of opportunity here.
First, let’s be clear. Every industry is regulated. Every company that promotes a product or a service to consumers’ needs to follow strict guidelines, but it doesn’t mean that they simply say nothing or very little. It means they get creative. So, let’s get creative!
To begin with, we need to understand what a claim is and why we use them. We will then go into how we can use them effectively and for maximum impact.
A marketing claim is any assertion you make about Nikken, the business, your organization, the opportunity, or the product, —across any channel. It can show up in digital marketing or promotions, presentations, webinars, public statements, testimonials, podcasts or events.
There are many different ways to structure your product claims—superlatives (“we’re the best!”), proof points (“our products are natural and organic”), or even simple statements (“we do the thing so you don’t have to!”)
All claims can be bucketed into 3 main types of consumer benefits, each with their own business objective.
1. Category driver: Category driver claims explain the benefit of the entire product category. At the most basic level, they explain why consumers need the product. Since category driver claims communicate a basic consumer need, they don’t change much over time or vary by location.
The main goals of category driver product claims are to educate consumers, reassure them, or develop a category that consumers don’t yet understand. This is how companies that are doing something new explain what they offer and why people need it. Category driver claims work best when you’re the industry leader or first to market.
2. Differentiation: Your claims need to differentiate your brand from your competition. They answer the question, “Why should I choose your brand over all the others?” Differentiation product claims showcase your brand’s relevant and unique benefits. They address real consumer concerns and help justify why customers or potential Distributors should partner with Nikken.
3. Context. Context product claims go one step deeper than the “what” and the “why,” and dig into the “how,” “where,” and “when.” Context claims cover issues relevant to specific countries, channels, retailers, seasons, or current events. They often take advantage of the unique environment where they’re promoted.
Context claims are more timely. Maybe it’s the New Year, or it’s almost time for the Super Bowl, or your city is experiencing a heat wave or a cold winter. Context claims are usually temporary, but they can make strong points.
What can we say then, when using claims in any of these three groups? I’m going to share some regular examples so you can see them in the context of your personal experience and then I will compare them with what we could say using Nikken products. These are just a few examples and there are plenty more we can create. It will take a bit of time, practice and preparation to craft your messages and claims but it is well worth the effort to do so.
There are different linguistic tools clever marketers use to create their claims. We are going to look at just a few now (there are plenty more should you want more examples!)
The Weasel Claim: A weasel word is a modifier that essentially negates the claim that follows.
Example 1
“Helps control dandruff symptoms with regular use.” The weasels include “helps control,” and possibly even “symptoms” and “regular use.” The claim is not “stops dandruff.”
Example 2
”Leaves dishes virtually spotless.” We have seen so many ad claims that we have learned to tune out weasels. You are supposed to think “spotless,” rather than “virtually” spotless.
Example 3
“Listerine fights bad breath.” “Fights,” not “stops.”
For reference: Commonly used weasel words include: “helps” (the champion weasel); “like” (used in a comparative sense); “virtual” or “virtually”; “acts” or “works”; “can be”; “up to”; “as much as”; “refreshes”; “comforts”; “tackles”; “fights”; “the feel of”; “the look of”; “looks like”; “fortified”; “enriched”; and “strengthened.”
Nikken Example 1
“Jade Greenzymes makes your immune system feel like it’s 21 again.” We are not saying your immune system will behave like it’s 21 again. We are using a simile.
Nikken Example 2
“Ten4 helps fight tiredness and fatigue, refreshing your energy levels when you need it most.” We aren’t saying it does, we are saying it helps.
Nikken Example 3
“The Naturest Mattress Topper comforts you while you sleep, offering virtually the best night’s sleep you’ll ever have.” We are not claiming it is the best night’s sleep.
The Unfinished Claim: The goal is to say it is better or more than the competition. Without specifying how. Words could include: more, better, softer, quieter, wetter, less, twice as much.
Example 1
“Magnavox gives you more.” More what?
Example 2
“Scott makes it better for you.” Better than what?
Example 3
“Ford LTD–700% quieter.”
(When the FTC asked Ford to substantiate this claim, Ford revealed that they meant the inside of the Ford was 700% quieter than the outside.)
Nikken Example 1
“You can be sure if you’re drinking Nikken water, it’s better.” Better than what?
Nikken Example 2
“You’ll get more sleep with a Nikken sleep system.” More than what?
Nikken Example 3
“Kenzen Bergisterol offers you better cardiovascular support. Better blood pressure support. Better cholesterol level support.” Again, better than what?
The Scientific or Statistical Claim: This kind of message uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient. As an aside – this seems to be the main claim that Nikken Consultants think they can use. They don’t realise there are so many more claims to be made.
Example 1
“Easy-Off has 33% more cleaning power than another popular brand.” “Another popular brand” often translates as some other kind of oven cleaner sold somewhere. Also, the claim does not say Easy-Off works 33% better.
Example 2
“Special Morning–33% more nutrition.” Also an unfinished claim.
Example 3
“Sinarest. Created by a research scientist who actually gets sinus headaches.”
Nikken Example 1
”Kenko Powermini has patented Dynaflux magnetic technology with twelve 750 gauss magnets which ease stress and strain points in a targeted way.”
Nikken Example 2
”The Kenko Backflex offers patented Dynaflux technology which provides wonderful lower-back support.”
Nikken Example 3
”Relax with the Kenko Magduo. Its dynamic field of magnetic energy can help provide immediate relief.”
The “we’re different and unique” Claim:
This kind of claim states that there is nothing else quite like the product being promoted.
Example 1
“There’s no other mascara like it.” That could mean a whole bunch of things…
Example 2
“Only Doral has this unique filter system.” The assumption is it’s better.
Example 3
“Either way, liquid or spray, there’s nothing else like it.” Again, the consumer interprets that as superior.
Nikken Example 1
“Only Nikken filters water this way.” Assumes extra attention to detail.
Nikken Example 2
“There are no other insoles in the market like these.” Leads one to the conclusion that they are unique and superior.
Nikken Example 3
“There is nothing out there like Kenzen Immunity.” Sounds like this is the best you can get.
The Vague Claim: The vague claim is simply not clear. This category often overlaps with others. The key to the vague claim is the use of words that are colorful but meaningless, as well as the use of subjective and emotional opinions that defy verification. Most contain weasels or modifiers.
Example 1
“Its deep rich lather makes hair feel good again.” How do you confirm how good hair should feel?
Example 2
“Lips have never looked so luscious.” Can you imagine trying to either prove or disprove such a claim?
Example 3
“For skin like peaches and cream.” This one is also a weasel.
Nikken Example 1
”Kenzen Joint makes knees feel great again.”
Nikken Example 2
”Kenzen Vital Balance. Your stomach will thank you for it.”
Nikken Example 3
”The Kenko Seat. Give your seat the best seat.”
The Compliment the Consumer Claim: This kind of claim butters up the consumer by some form of flattery.
Example 1
“You pride yourself on your good home cooking….”
Example 2
“We think a Volvo driver is someone special.”
Example 3
”For people with taste.”
Nikken Example 1
”The Nikken water system is for people who pride themselves in healthy living.”
Nikken Example 2
”Women that wear Nikken jewelry value elegance.”
Nikken Example 3
”Men and women that understand the power of antioxidants use Nikken’s Super Ciaga.”
We invite each of you to take the time to think of your own examples of compelling, exciting and inviting claims. Remember, the purpose of a claim isn’t simply to inform or educate. It is to inspire and encourage people to make decisions, to act, to purchase, to join and to engage. Making claims is a marketing exercise – not just a fact sharing activity.
Ben & Dave
Watch Presentation: Making Marketing Claims With Impact and Confidence
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Think of telling a story as making a movie inside your audience’s head.
Think about the gift you can give with words. You can change someone’s life with words!
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