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Jun 20
2018

Providing Evidence to Customers

Posted by: Steve Marr

Tagged in: Untagged 

Allen asked me to review some ad copy that contained a number of claims: “You will save money;” “The system is reliable,” or “My system is easy to use.” My first response was, “Says you!” 

Allen paused before he asked, “What do you mean?” I explained that his entire advertisement was made of claims without providing any evidence. How did he expect prospective customers to trust his statements without evidence? 

 

The same is true for our businesses.  When you claim to be the low-cost service, you need to provide some level of evidence. Customers can check many products and services on Google or amazon.com quickly and easily. You have to assume that your customer will take a moment to check out your low-cost claim. I've even been in brick-and-mortar stores looking at a certain product with a sale sign on it. When I realize that it's less expensive someplace else, I move on quickly. When anyone claims a low price, you'd better have some evidence to back up what you said.

Likewise when you talk about ease of service, you need to go beyond just saying how great this service is.  You need to provide evidence. Use reviews on the website. Share Google reviews and home advisor comments. These provide evidence you can direct customers to, assuming they are positive.

Additionally when you claim that your product or service is easy to use, demonstrate how it's more than just a phrase. Online reviews may help, but consider posting a short video demonstrating how easy the product will work. We've all seen the instructions that say easy to assemble and 1 ½ hours later we are frustrated. I tend to be dubious of such claims. However, when I can see a video showing me that something really is easy to assemble or use; I'm more inclined to click the purchase button or take it off the shelf in the store.

We see an example in Scripture “When the Queen of Sheba saw all the wisdom of Solomon and the palace he had built, the food on his table, the seating of his officials, the attending servants in their robes, his cupbearers, and the burnt offerings he made at the temple of the Lord, she was overwhelmed.” (1 Kings 10:4-5 NIV) King Solomon demonstrated the wonders of the kingdom.  The Queen of Sheba was able to see for herself and not just hear the reports she had heard earlier. 

Likewise with customers, establish evidence for your customers to support your claims. Ask yourself the same question I asked Allen when you make a claim, “Says who?”

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