“In 7 days your skin will change” – “Minus 10 years” – “Forget about beauty injections” – “Perfectly even tone” – “Incredible freshness” – “Perfectly smooth skin” – “No imperfections!” … How are you in the director’s chair marketing for a big cosmetics company?
It is a huge responsibility to write a few words on the packaging next to the name of the product that will tell you the most important thing about it. This phrase is called a claim. But, in fact, no matter how hard the entire marketing department works, brainstorming and choosing these very few words, the main decision is made by you and me when we buy (or do not buy) this or that product. But after all, we choose, focusing on the word! Which?
true;
exact;
emkoe;
the very thing that the people for whom the product was created need.