HOW TO PRODUCE EVIDENCE TO PROVE YOUR CASE
Evidence is defined as that which makes evident or manifest; that which furnishes, or tends to furnish, proof; any mode of proof; and the evidence of the truth or falsehood of a statement. As marketers, it is our job to communicate the evidence for our products or services.
As we like to say in our literature, “Your business is on trial. Your customers and prospects are the jury. You’re the attorney. And it’s a life or death sentence. What will you say that will convince them to buy from you? What kind of evidence can you produce to
PROVE beyond any reasonable doubt that they’d be a fool not to buy from you? You’ll learn in this step-by-step system, how to build that case. You’ll learn how to create over 20 kinds of irrefutable evidence that will allow you to win every time.”
Powerful stuff! The question then becomes how do you, as the marketer, tap into that evidence, how do you determine whether the evidence is valid or even usable? Let me use the attorney analogy again.
Here’s an example. Your client is on trial and it is a life or death decision. You have at your disposal an investigative team that has furnished you with information and you have to determine what you will produce as evidence for your case. Here is a short list of what you have:
• 200 photos of the home and scene.
• Blood samples from 340 locations in the home. Some as small as 0.05 mg.
• Testimonies from 35 people including, neighbors, colleagues, and the wait staff at the restaurant.
• Fingerprint work with prints from 12 different people.
• Several time lines for the different witnesses.
• Psychological studies and profiles of your client and the victim.
• Lab work from the medical examiner.
• Lab work from the forensic department of the city.
• Several hours of video from the ATM machine across the street of the location.
• Interviews done with your client. Three hours’ worth of video compiled the day of, five hours’ worth compiled 3 weeks later, and 12 hours’ worth you personally gathered 1 month later.
And this is just the preliminary work! That’s a lot of data; it’s too much information! Without a systematic approach, this lawyer would flounder amidst all this information. So as a marketer, how do you determine what evidence works best for your product or service? What will make your product’s case “manifest” to any prospect that comes across the marketing you develop? Remember, you have access to a tremendous amount of information at your disposal.
We'll discuss this more on Monday.
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How To Produce Evidence To Prove Your Case - Adult B2B Marketing Tip
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