It’s easy to make claims, and when you know them to be true, it’s just as easy to forget to prove that’s the case. In marketing, it doesn’t hurt to assume a degree of mistrust from prospects, so we need to overcome that.
There are often considered to be three ways to overcome scepticism and incredulity.
- Corroboration is the use of expert backup or customer testimonials.
- Demonstration shows how your claims stand up, whether through video evidence, user case studies or whatever is appropriate.
- Education can be by providing the necessary information or training the customer.
If the claim warrants it, it’s worth considering how more than one of these could be used. It may be the most effective sales support material we can provide.