Last week we talked about validating benefits with a proof. To be effective, proofs must be specific. When you offer a specific proof it is more believable. Specificity also makes your proof verifiable. There are several ways to make your proofs more specific and more believable. For example, using names of individuals or organizations makes proofs more specific. There are some situations where using a customer name is not appropriate. In those cases, there are other ways to make proofs more specific such as using industries and geographies. Testimonials and customer quotes may also be used as proofs and will help you be more specific.
The use of numbers and statistics can also improve the quality of proofs. For example, increasing sales revenue by 79% is better than just increasing sales revenue. Increasing computing power is one thing but running a data set 100 times faster is much more impressive. Saving a client from a substantial OSHA fine is nice but saving a client from $38,000 fine is better. Using numbers and statistics will make your proofs more real and believable. Numbers improve the quality of proofs and contribute to your credibility.
The purpose of using proofs is to validate claims, strengthen your credibility, and build the suspect’s confidence in you. Using proofs accomplishes these purposes by following these basic principles and rules: proofs must be true and verifiable, proofs must relate to the benefit claimed, specific proofs increase believability, and using numbers and statistics makes your proofs more credible.
