Brand claim · Could be specific, and is not
“Latest technology”, compared with what?
What it is newer or better than, and whether newer matters for what you want. Buying new equipment is a business decision, not evidence about you.
Wording it covers
The claim reader flags phrases like these, wherever they appear in an ad:
- “latest technology”
- “most advanced”
- “state-of-the-art”
- “cutting-edge”
- “gold standard”
- “revolutionary”
- “breakthrough”
What would back it up
- The device name, and the version before it
- What changed between them
- Any direct comparison with the older approach
The question to ask
More advanced than what, and is there a direct comparison with the older approach?
Can it be checked?
Could be specific, and is not. It could be said specifically, and isn’t. Ask for the specific version.
Brand. A name doing the work of a fact. Ask what the name tells you that a plain description wouldn’t.
Read an ad of your own
Paste an ad, a post or a DM. It’s read in your browser, and nothing is sent anywhere.