For CopyCon 2022 we created CopyDeck – a set of cards featuring copywriting tactics and techniques. CopyDeck gives you a handy way to flip through a directory of well-established copywriting tools.
But the content on the card is just a brief description of the tactic; we always intended to expand on CopyDeck with more detail on how to use the tactic, examples of the tactic at work, and why the tactic is effective.
So in our new blog series, we’re unpacking each card (with a little help from ChatGPT — more on that below).
First up…
Absolutes are unbeatable
What it is
Why it works
- People remember extremes. Being “the most” or “the first” helps you stand out from competitors.
- A bold claim signals confidence, authority, and leadership – making your audience think, “They must know what they’re doing.”
- Absolutes help consumers justify choices in a crowded market – “I’ll pick this; it’s the fastest.”
- Strong claims spark curiosity – “Really? Let’s see.” – which can increase engagement and attention.
When to use it
- Your product truly excels in one area: speed, power, design, sustainability, taste, etc.
- You need to differentiate fast – in ads, headlines, or product packaging where you only have a second to grab attention.
- You want to make your Unique Selling Point (USP) unmistakable.
- You’re launching a new product or repositioning an existing one around a core strength.
Examples of the tactic in use
1. Domino’s Pizza – “Fresh, hot pizza delivered in 30 minutes or less — or it’s free.”
2. Volvo – “The safest car on the road.”
3. Dyson – “The most powerful vacuum.”
4. Apple – “The world’s thinnest notebook.”
Pro tip
- “The quietest blender under £100.”
- “The simplest CRM for freelancers.”
Try it yourself
- Identify your product’s strongest feature, benefit, or outcome.
- Turn it into an absolute statement using “the [adjective]-est” or “the first/only.”
- Pressure-test it: Can you prove it or at least justify it credibly?
- Use it as your ad hook or opening line and see how much sharper your message becomes.
Evidence for this tactic
Although “Absolutes are unbeatable” is a creative copywriting principle, there is strong behavioural, psychological, and marketing research that helps explain why it works.
1. Distinctiveness boosts memory
Superlatives make a product stand out from similar options — a real-world application of the Von Restorff effect, which shows that distinctive items are remembered better than items that blend in. Research on conceptual distinctiveness also finds that meaningfully unique claims are more memorable than generic ones.
2. Superiority claims increase attention
Advertising studies show that comparative and superiority claims (e.g., “the fastest”, “the safest”) can enhance brand differentiation, improve attention, and sometimes generate more favourable attitudes compared to non-comparative claims — as long as the claims are credible.
Read the research: Comparative versus Noncomparative Advertising: A Meta-analysis
3. People choose based on a single standout attribute
Decision-making research (Tversky’s elimination-by-aspects and the take-the-best heuristic) shows that consumers often make choices by focusing on one decisive attribute rather than evaluating everything equally. Absolutes clearly signal what that decisive attribute is.
Read the research: Judgement under Uncertainty: Heuristics and Biases
4. Absolutes reduce decision friction
Behavioural and UX findings on choice overload and Hick’s Law show that people struggle with too many similar options. A strong superlative (“the quickest way to…”) makes the decision simpler by establishing a dominant choice.
5. Confidence cues increase persuasion
Psychological research into the confidence heuristic finds that audiences often treat confident assertions as more persuasive. A bold absolute — when truthful — signals authority and clarity, strengthening trust and influence.
Read the research: The Persuasive Power of Knowledge: Testing the Confidence Heuristic
AI disclosure
This article was written with input from ChatGPT. We provided the base content and a template, ChatGPT provided a first draft, and we checked all claims and assertions before publication.