A credible voice
Be genuine and specific. Vague generalities and hyperbole undermine credibility. Include key facts and figures. Explain the benefits that substantiate our claims.
| Less credible | More credible |
| An exciting new course... | This course is grounded in the latest research... |
| Our facilities are world class... | You'll work in the same lab used by international research teams... |
| We're a leading research university... | We're consistently ranked in the top [x] in... |