Legal Claims in Copy

Time to talk about the least sexy part of copywriting.

LEGAL.

Not the fun stuff.

But the stuff that keeps your brand out of trouble.

Here are a few real-world examples:

“Get rid of grays for good.”

Sounds great. Also, not true. Hair grows.

A safer, smarter option: 

“Say goodbye to grays.”

Subtle shift. Big difference.

“Eliminate wrinkles.”

If a cream could actually do that, so many plastic surgeons would be out of a job.

What is accurate? 

“Helps reduce the appearance of wrinkles.”

Any % claim 

(10% stronger, 25% faster, 2x better)

You need data. Studies. Proof.

If you don’t have it, it shouldn’t be published.

“Triples your hard drive storage.”

You don’t know what storage someone already has.

That assumption alone can make legal nervous.

“We’ll 10x your revenue.”

Dangerous territory.

What you can say: 

“We’ve helped other clients achieve X. Here’s the proof.”

Numbers are powerful. But only when they’re true.

When you can’t back a claim with hard evidence, softer language isn’t a weakness, it’s good copywriting. 

Because the best copy doesn’t just convert. It holds up.

Legal will thank you. And so will your business.