Creating Convincing Claims


—Bite-sized advice for better business writing—

June 4, 2019 

Creating Convincing Claims

“If you would persuade, you must appeal to interest rather than intellect.” 

— Benjamin Franklin

At its core, writing involves an exchange of ideas. To express convincing ideas, you need to create strong claims and support them effectively.

How can I create strong claims? 

Different types of claims accomplish different goals.

A claim of truth is rooted in fact, presenting an argument that you assert is correct. For that reason, such a claim must be reasonable, provable, and in no way libelous. A claim of truth makes a powerful opening statement that will grab the reader's attention and establish the credibility of your ideas. 

Over the past 10 years, Smith Insurance has paid out more dividends to policy owners than any firm in the metro area.

A claim of value deals with the worth of an idea, which can be measured against a known standard. This type of claim builds interest in a product or service. 

The model 720 high-efficiency furnace could save you up to 25 percent on energy bills.

A claim of policy suggests the positive outcome of a specific action. This type of claim encourages the reader to take action for a desired result, as in this example: 

The next time autumn leaves fall, call Gutter Doctors to unclog your gutters and avoid damaging overspills.

You can use the three types of claims to build a persuasive argument in the AIDA pattern:


How can I support my claims?

You can strengthen your claims with strategic supporting details.

To personalize a claim → use observations and anecdotes.

Zack Williams was failing first-year algebra before he started working with Middle School MatheManiac. Now Zack is tutoring his classmates.

To demonstrate an idea → use illustrations and examples

Dental Associates can beautify your smile with tooth straightening, enamel whitening, and even porcelain veneers. See these before-and-after pictures.

To quantify a claim → use numbers and statistics

Last year, 33,000 people attended the IndyCon Game Fair, and this year, preregistration is already 25 percent higher. 

To authorize a claim → use expert testimony.

Consumer Reports rates Dan’s Douser the best power washer in its class. 

To forecast results → use predictions

By switching from gas-powered lift trucks to electric lift trucks, Rankin Technologies will cut CO levels in its warehouse by 25 percent. 

To examine an issue → use analysis.

Candella Windows consistently receive positive reviews due to three factors: 1) energy savings, 2) ease of cleaning, 3) and quality custom construction.

To prove a claim → use tests and experiments

The Firefly minivan earned a five-star safety rating from the National Safety Council. 


Try It Out!

Follow these steps to create a persuasive pitch using a mix of truth, value, and policy claims. (Scroll to the bottom to see an example.)
  1. Consider something you want to happen in your workplace, perhaps a change in procedure, a promotion, or a new initiative.
  2. Create claims of truth, value, and policy about the topic, and arrange them in the AIDA pattern.
  3. Gather supporting details to strengthen each claim. Add them to your writing.
  4. Reflect on your work. Is the writing clear, logical, and convincing?
  5. Refine your writing and consider delivering it to your targeted audience.

Get More Support

Explore Write for Business online for more strategies for convincing readers to take action.


Sample Persuasive Pitch

  • Truth Claim
  • Value Claim
  • Policy Claim

ArtBurst gives Hancock County businesses a chance to beautify their workplaces and gain publicity.

For 14 years, ArtBurst has offered local businesses the opportunity to fill bare spaces in their stores or offices with attractive paintings, photographs, and sculptures.

Last year, 200 local businesses participated in the Purchase Awards Program. They each agreed to buy a piece of art and received publicity for their businesses.

“ArtBurst's selections not only made our workplace a more pleasant environment, but they also affirmed and made more meaningful the important work that we do," said Dave Ellis, CFO of Alient Health. "The new art showed our staff and clients that Alient respects and values them.”

Already, 90 percent of last year's Purchase Awards' participants have signed up again. You can join the Purchase Awards Program and beautify your workplace by completing the enclosed registration form.