If you can’t prove why I should believe you…
I’m simply not going to believe you.
That goes doubly if you’re trying to sell me something…
When people try to sell me something that they say is fantastic, cutting-edge, revolutionary, blah blah blah…
This only tells me they think their offer is gold (or at least a gold polished turd)…
And as far as I know, nobody and nothing is backing them up.
When people get pitched- remember that they’re always thinking:
“Why should I trust you?”
If you’re trying to sell me pudding, there had better be some proof in it.
See, proof transforms advertising into believable facts and an accepted premise…
You have to prove what you’re saying is true. Prove your statements of benefit, prove your claims, and prove your promises.
Let’s use the analogy of a prosecutor again…
When a prosecutor is making their case they simply make certain statements, or claims, and then back up those claims with proof…
A preponderance of proof if they want to WIN their case, right?
They’re not just making claims or making promises willy nilly…
Because when you make a promise and you don’t prove it, jurors (or prospects) say to themselves:
“Yeah, right. Why should I believe you?”
When that exists for even one claim, one promise, or one statement of benefit you’ve just allowed DOUBT to creep into the mind of your prospect.
And when doubt creeps in… conversions plummet.
You need a preponderance (a whole bunch) of proof throughout your marketing funnel.
That’s why one of the things that I hammer on with my coaching clients is that every single statement of benefit, every single promise and every single claim must be tied to one or more proof points.
Now, there are 11+ different types of proof elements that you can use, but that’s irrelevant right now…
For now, I want you to understand is that not having at least one proof point for every promise that you make, every result you claim, every promise of alleviation of the problem simply leaves doubt in the mind of the prospect…
And doubt kills your conversions.
You want to have a bulk of proof points and you want to have a variety of proof points.
You can never have too many proof points, you can only not have enough.
Variety, on the other hand, means that you’re not simply relying on one or two type of proof points throughout the marketing funnel.
Don’t exclusively rely on testimonials or endorsements…
You leverage the 11+ proof points all throughout your marketing funnel…
For the highest converting marketing funnels you’re leveraging more than one type of proof point for each claim.
If you’re simply hoping that prospects accept your claims at face value, here’s a newsflash:
They don’t.
Now, go into the engineering of your marketing funnel with that wisdom and operate as if prospects are going to doubt everything that you say.
Remember: you need a preponderance of varied proof points to build your case…
It needs to be bulletproof!
Just like a prosecutor who’s led the jury through a persuasive argument proving the guilt of the defendant…
You’ll lead the prospect to the natural conclusion that your product or service is the perfect solution for their problem.
Wrap up the case… and enjoy your victory.
Enjoy,
-Todd