Strong Ideas Through Strong Claims
A claim is simply a statement you make in your writing. Solid business writing is built upon strong claims that have four characteristics: they are precise and clear, use sound logic, are ethically responsible, and are supported with solid evidence. Use three types of claims to make your writing strong:
A claim of truth argues about what is correct. It deals with facts. Avoid exaggeration or hazy “truths” that cannot be proven, and take care to avoid harmful or libelous statements.
Example: Our Grip-Tite floor pads are guaranteed not to slip on any surface.
A claim of value argues about what has worth and is based on a known standard. Avoid personal preference or emotional bias when making these claims.
Example: Adding Grip-Tite floor pads to your assembly floor will provide safer footing for workers.
A claim of policy argues that something should be done. It should be practical and desirable—not just wishful thinking.
Example: Replace your old, loose floor coverings with new, Grip-Tite floor pads.
You can learn more about using strong claims on page 78 of Business and Sales Correspondence, part of the EZ Series of business writing materials from UpWrite Press.