Difference Between Claims of Fact, Value, and Policy

When crafting persuasive arguments—whether for business presentations, marketing proposals, or personal communication—it helps to know which type of claim you’re making. There are three main categories:

1. Claims of Fact

2. Claims of Value

3. Claims of Policy

Mastering these distinctions will make your case stronger, your messages clearer, and your decisions more compelling.

1. Claims of Fact

A claim of fact asserts that something is true or false, based on objective evidence. These claims answer the question, “What is or isn’t the case?”

• Examples:

  • “Our business saw a 25% increase in customer retention last quarter.”

  • “Climate data shows global temperatures have risen over the past century.”

How to use: Back these claims with statistics, documented studies, or concrete data. They establish credibility and lay the groundwork for deeper arguments.

2. Claims of Value

A claim of value evaluates the worth, morality, or quality of something—it answers, “Is this good or bad? Right or wrong?”

• Examples:

  • “Customer loyalty programs are the best way to build long‑term relationships.”

  • “Working remotely leads to a healthier work‑life balance.”

How to use: Justify your position by appealing to shared standards or principles (e.g., efficiency, ethics, return on investment). Tie your evaluation back to real‑world benefits or consequences.

3. Claims of Policy

A claim of policy recommends a course of action or changes in procedure—it addresses, “What should be done?”

• Examples:

  • “Our company should implement a mandatory monthly training session for all staff.”

  • “We need to switch to greener packaging by next fiscal year.”

How to use: Combine facts (problem identification) and values (why it matters) to present a clear, actionable solution. Outline steps, resources, and expected outcomes to make your proposal practical and persuasive.

Putting It All Together

Effective arguments often weave all three claim types:

1. Start with a Fact: “Data shows user engagement dropped by 15% last year.”

2. Move to Value: “That decline undermines our customer relationships and brand reputation.”

3. End with Policy: “We should launch a loyalty program and revamp our onboarding process to reverse this trend.”

This structure builds logical momentum: you define the situation, explain why it matters, and propose a solution.

Why It Matters for Your Business Communication

• Clarity: Your audience knows exactly what you’re asserting.

• Credibility: Facts ground your message; values connect emotionally; policies guide action.

• Impact: Well‑structured claims drive decisions, secure buy‑in, and inspire change.

Ready to Strengthen Your Proposals?

Whether you’re pitching insurance solutions, leading team initiatives, or refining your marketing messages, the right argument makes all the difference. THAgency partners with you to craft communications—sales presentations, policy proposals, client reports—that resonate, persuade, and deliver results.

Fill out the form below to learn how our expert advisors can help you shape more compelling, data‑driven, and action‑oriented arguments. Your next “yes” is just one clear claim away.