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 strategic marketing consultant and certified digital marketing expert who specializes in helping professionals, experts, and skill-based entrepreneurs build their practices or businesses. With his unique combination of copywriting, SEO, and CRO, he can help improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He's the author of two top-selling books and often speaks at industry events. Visit his LinkedIn profile where he is most active.