Good content needs to convince and elicit action. But, how to do it convincingly?
Proof? Through what?
- through Testimonials
Case studies, logos, influencer and celebrity approvals. These make prospect go “It works for them, it could for me as well”
- through Guarantees
Money back guarantees, Try before you buy, makes one think
“Well, I’ve nothing to lose”. Works for high-value purchases.
An example from Seth Godin for his podcasting workshop
- through Third-party validations
Reviews on neutral platforms where your customers know you don’t have any influence. Why not use these validations? Example from Freshworks.
- through Demos
Seeing is believing. Think infomercials, no-form signup, free trials etc.
- through Teardowns
Offering your product for a teardown on a public forum showcases prowess and transparency. Example by Document 360
Why do proofs work?
Because it’s the one thing you cannot ‘make-up’.
Genuine appreciations are hard to get
Guarantees and teardowns showcase confidence