The world is awash in marketing “noise.” Every day, hundreds of product claims batter potential customers, making them jaded and distrustful. Our collective craving for authenticity in marketing has increased. To rise above the din, marketers must offer compelling evidence that what they say is true, in the form of the proof point. “Think of it as a ‘don’t just take our word for it’ statement,” offers a recent article.
With just a few words and some data points, you can succinctly address customer challenges, solutions you delivered and the results satisfied customers received. The first step is choosing the right proof points – those which are thoughtfully targeted to a specific audience and need.
There are essentially two main types of proof points worth having in your messaging platform or marketing data library.
The attention span of the average customer has decreased from 12 seconds in 2000 to only 8.25 seconds in 2015 – less than a goldfish. That means we need to get the point across fast. What better way than with a strong fact or figure?
This type of evidence draws upon awards, certifications, reviews and testimonials. Proof points from industry organizations are valuable, as are figures gleaned from trials, surveys and market analysis.
Customer testimonials, of course, are always effective – with good reason. Research shows that 78 percent of consumers trust peer recommendations.
No matter how you’re using proof points, keep these do’s and don’ts in mind.
Need more? Reach out for more ideas about how to find and use your organization’s unique proof points.