Unsubstantiated
If you make big claims without proof - or rely on cheap words like ‘easiest’ or ‘fastest’ - your copy loses credibility fast.
Good for
Strengthening weak copy that relies on hype, fluff, or unproven claims.
What it means
If you make big promises without proof, readers will tune out — or worse, stop trusting you.
Unsubstantiated copy relies on:
Empty Superlatives – “Best,” “fastest,” “easiest” without any evidence.
Hype Without Backup – No testimonials, no stats, no specifics.
Too-Good-to-Be-True Vibes – If it sounds like magic, it better come with a receipt.
Don’t just say it - show it. Credibility converts.
Example Use Case
Ad for a business coaching program
Example Implementation
Unsubstantiated version:“The fastest way to build a 6-figure business.”Substantiated version:“Over 4,000 students have used our framework to grow from zero to $10K/month - in 90 days or less.”