Influence people

Wednesday, May 22, 2013

Where's Your Proof?

At a turning point in the novel Great Expectations, the central character is told by his attorney, “Take nothing on its looks; take everything on evidence. There’s no better rule.”

Are you counting on looks to persuade prospects? Or does your copy provide the proof points they require?

To move prospects from interest to desire, proof points are mandatory. They give prospects the evidence they need to believe what you claim might be true. But in the rush to distinguish their products from competitors', marketers often neglect to provide even the most common ones: 

  • Qualifications of the people behind the product
  • Specifications
  • Performance statistics
  • Test results
  • Achievements of customers who've used the product
  • Testimonials
  • Endorsements by experts
  • Awards won
  • Demonstrations
  • Unconditional guarantees

Without question, today's ADD-positive prospects want to learn one thing about your product: how it's different.

That doesn't mean they'll settle for your word on it.

PS: My thanks to Richard Hendrickson for inspiring this post.

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