Claims support

Lot’s of business make claims. It’s the essence of good copy.

X happens. X causes Y to happen. Doing Z can cause X to do this.

And here’s a good template for determining which of them to trust:

If they can’t explain how ‘X happens’ or how ‘X causes Y to happen’ or ‘how doing Z does this,’ it’s likely not a business you’ll benefit from doing business with.

Because almost anyone can make a claim. It takes effort and evidence to support it.