Why should you try harder?

Author

Alen Baby
February 08, 2025

Hey folks,

I'm changing some stuff from this week's edition. I feel like quality should always be greater than quantity; hence, from this edition onwards, I'll share 1 copywriting example and 1 marketing secret.

This will deliver you more value, and you can act on it instantly.

Let’s Write. Let’s Attract.

Fact crunch: People gotta like you before they buy from you. For 81% of consumers, trust in a brand is needed before they buy. Honesty and brand reputation matter more than ever. No trust, no sales!

Copywriting Example

Avis – "We Try Harder"

In 1962, Avis was the second-largest car rental company, far behind Hertz. Instead of pretending to be number one, they leaned into their position with three simple words: "We try harder."

Why It Works:

  1. Honest Positioning: Instead of masking their disadvantage, Avis made it a strength. Customers believed they’d get better service because the company had more to prove.

  2. Customer-Centric Message: The slogan isn’t about Avis—it’s about what the customer gets: better effort, better experience.

  3. Emotional Resonance: Everyone roots for the underdog. Avis made people want them to win.

Takeaway: If your product isn’t the biggest, turn that into an advantage. Customers appreciate honesty and effort more than empty boasts.

Marketing Secret

The Power of Specificity

People don’t believe vague claims. They trust specific ones. Numbers, facts, and real details make a message stick.

Consider these two statements:

  • "We’re the best CRM for small businesses."

  • "Over 12,000 small businesses switched to our CRM last year."

The second one is stronger. It gives proof. It removes doubt.

Another example: When Colgate wanted to sell its toothpaste, it didn’t just say, "It fights cavities." It said, "Colgate reduces cavities by 58%." That number made all the difference.

How to Use It:

  • Replace general claims with numbers and specifics.

  • Use real customer stats instead of broad statements.

  • Let proof do the persuasion—don’t just tell, show.

The more specific you are, the more believable you become.

Over the next editions, I'll keep iterating to find the best possible way to provide you maximum value, and you can read as you go.

Now, over to you.

What’s the best specific claim you’ve seen in marketing? Reply and let me know—I’d love to hear your thoughts.

If you found this newsletter useful, share it with a friend (it really helps :))

Until next Saturday,

Alen.