We live in an unprecedented era of communication. Because of this, your prospects are literally bombarded from all directions with marketing messages. Theyve heard so many hyped claims, that they automatically distrust them all.
How can you avoid this in your marketing messages? How can you convince them that what you promise is what you will actually deliver?
First of all, tell the truth. Dont promise that your widget will do something it wont. You may get sales in the short term, but long term, nothing you say will be believable ever again.
Now that weve got the obvious out of the way, heres what else you can do to make your ads and commercials believable: Prove every claim that you make as you make it.
Why will your widget give your prospect more time with her family? Because it slices exactly 53% faster than the competition. How do I know your weight loss product works? Because it was discovered by a doctor in Nevada. What makes me think your real estate firm will sell my house? Because your average home sells within 18 days.
Notice the precision of the proof: 53%, not 50 or even 55. A Nevada doctor as opposed to just any physician. An 18 day average, not 15 or 20. Believe it or not, a specific number will actually pull better than a rounded one even if the rounded one seems more favorable. Why? Because the rounded one smells like what it is: hype. Details are believable. Vagueness isnt.