July 9, 2021

Credible Claims

Let’s talk about making “credible claims” on a sales page.

I’ll start with some definitions...

From Google:

Credible - Able to be believed; convincing. Capable of persuading people that something will happen or be successful.

Claim - An assertion of the truth of something, typically one that is disputed or in doubt.


In the context of a sales page, a “credible claim” is the promise of a desirable future state that a potential buyer finds convincing or believes is possible.

The opposite of a credible claim is an incredible claim, i.e., a claim that is not convincing or believable.

Here’s the thing...

There are three big factors that make a claim credible or not:

  1. The magnitude of the promised transformation.
  2. The amount of trust the buyer has in the seller.
  3. The amount of trust the buyer has in him or herself.

If people aren’t finding your offer credible, try adjusting one of these three factors.