Another way to get people to buy into your claim is to explain the mechanism behind it.
For example, let’s say a fitness trainer makes the claim that in just 14 minutes a day customers can add muscle to every inch of their body.
Notice what is NOT suggested: that these will be particularly big muscles. The implication is, at the very least, customers can achieve a toned body.
That’s still a big claim, but the trainer can bring it into the realm of believability by explaining how this can happen.
In this case, let’s say the fitness program involves a chair. The value proposition can be summed up like this: a 14-minute chair routine that builds muscle on every inch of your body…
