Here’s yet another way to build credibility and trust when it comes to making a bold claim … which is simply this: explain the mechanism behind your claim.
Let’s say you’re a fitness trainer who makes the claim that in just 14 minutes a day customers can add muscle to every inch of their bodies — including their calves.
But notice what is not suggested: that these will be particularly big muscles. The implication is, at the very least, customers can achieve a toned body.
That’s still a big claim, but the trainer can bring it into the realm of believability by explaining how this can happen.