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When creating marketing materials for your company, sometimes you have to be a little creative in how you word things. Perhaps you’re in a highly-regulated industry and aren’t allowed to make any actual claims. Maybe you need to turn a potential liability, such as relatively high prices, into an asset.

Whatever your challenges, there are “tricks of the trade” that can help you put your best foot forward. As I discuss here, “implying” that something desirable is true is one of these writing techniques.


As a marketing writer I will not write something that I know to be untrue. And as I’ve written about before, hype is never a good idea. But sometimes things are not so black and white.  

Quite often there are ways to word things so that your actual words say one thing but imply another. In other words, imply but don’t lie!

Turn potential negatives into positives

For example, a friend of mine launched a business providing project management services for home renovations. Although she had been doing this work more informally for years, her official business itself was new. She was concerned that people would not hire her because the business doesn’t have a track record.

My response: Don’t announce that this is a new business. Say that “Since 2015 alone we have completed seven projects.” This is a true statement…and including the word “alone” implies that she has completed so many projects over the course of time that these most recent projects are just a small fraction of the total.

I also recommended that she proudly display her photo, letting the fact that she is obviously not 25 years old add to the implication that she has been in this field for many years.

Make products and services seem simple

I also used this approach for a mobile storage company. I wrote that using the service is just a three-step process. We deliver the storage unit, you pack it up, and then we pick it back up and store it in our secure warehouse.

The implication here is that the process is easy, easy, easy. And it is—unless you take a close look at the “you pack it up” step, which might involve carrying heavy furniture and appliances down three flights of stairs from your apartment to the storage unit.

What Others Are Saying

"Geez, Linda, you sure write well!"

Ray Johnston
President, Lido Property Management