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Plan＃4   Prove your case

 Whether you like it or not, most people won’t believe anything you tell them while marketing. The best marketers understand the natural tendency and address it by providing a “ preponderance of proof ”--- so much evidence that ultimately the customer gets won over.

How do you achieve that? It usually requires a mix of:

◎    Personal endorsements or testimonials from past clients who are happy with the results.

◎    Pictures that show definitive proof of the results---preferably in the “before” and “after” configurations.

◎    Extended testimonials that not only describe the benefits of the product or service but that also provide some background information so customers relate and empathize.

◎    Testimonial of real people rather than celebrity spokespeople who are paid to say something good.

◎    A large number of existing clients. The sheer number involved will cause customers to think something must be going right if so many people are using that product or service.