With every claim you make in your copy, you need to back it up. “We're #1,” “rated top in the industry,” or “highest quality” appear spurious if left as is.
By whose standards? In which publication? For which market?
Justify the claim to give it meaning.
But even justified claims are not enough. You need to link them to the reader somehow or else your claim, no matter how much you explain it, will seem self-serving and arrogant.
So turn the claim into a benefit.
“We are the highest quality because we use lab-tested materials and skilled workmanship that help prevent your widget from breaking down when you need it the most! That's why we offer the longest warranty in the business.”
If you need to credentialize a product, service, author, provider, or retailer, turn each credential into a meaningful, concrete benefit to the reader.
Michel Fortin is a senior marketing specialist, renowned copywriter, and digital marketing expert. For the better part of 30 years, he's produced countless successful marketing communications and profitable campaigns that generated in excess of $300 million in sales. He's broken many industry sales records, including being instrumental behind the first ever “million-dollar day” online marketing campaign in 2004. He's worked with thousands of businesses and entrepreneurs around the world in a wide variety of industries on building their businesses, improving their marketing, and increasing their profits. He's a published author and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.