The Formula for Market Dominance™ Step 6:

Provide Convincing Evidence to Support Your Claims

What Kind of Evidence?

Just like a trial attorney presents a case to a jury, you need to prove beyond a reasonable doubt that your services are clearly the best choice in terms of value based on the emotional hot buttons and needs of your target market. As the marketer, consider yourself the attorney and your prospects the jury. If your presentation is convincing, you get the business.

The kind of evidence you need to present varies depending on the type of service you offer and the audience you are targeting. Generally, the forms of evidence you can present include testimonials, endorsements, results of studies, certificates of achievement, awards, guarantees; demonstrations; service comparisons; charts; statistical comparisons; checklists; Better Business Bureau® ratings; trade association ratings; Yelp®, YP® and Google® ratings and reviews; state licensing organization information; samples; and promises and guarantees. Avoid generalities and stick to specifics. Like presenting a case in court, one piece of evidence is rarely enough. Therefore, we recommend you gather as much evidence as possible to support your claims. 

 

An Example of Evidence
 

This plaque was awarded to Marc Aronson, Business Builders' owner, at the conclusion of his year serving as President (which is now called "Chairman of the Board) of the Santa Clarita Valley Chamber of Commerce. The City of Santa Clarita is located just north of Los Angeles. Today, it has a population of about 220,000, which is considerably larger than in 1996, the year he served as president. Santa Clarita is a growing, affluent community. 

In 1996, the Santa Clarita Valley Chamber had approximately 1,200 members, and was already one of the largest chambers in the state of California. Chamber board members were elected by the members of the Chamber, and the board president was elected by those serving on the chamber board. Chamber board members, and especially the president, were chosen if they were respected in the community based on their success in business, reputation, integrity, leadership ability, and their effectiveness as a volunteer for the chamber. For example, Mr. Aronson chaired the chamber's economic development committee for six and a half years. Under his leadership, the committee did much to convince businesses to relocate to the city, especially those within the entertainment industry, which helped cause an economic boom in the community. Therefore, this plaque recognized someone who demonstrated leadership and productivity, and who was considered trustworthy and counted on by his fellow business owners.

 

Will Long Copy Kill Your Response?

 

The copywriters’ objective is to present the case for the product or service, and provide evidence. If it can be achieved in ten words, great. If it requires 1,000 words, and you have the space for it, that is alright, too, so long as each word is needed to effectively state your case. If your headline and sub-headline are effective, many prospective buyers will start to read long copy, if they believe the text will contain important information that will aid in their decision making. 

 

Break Up Long Copy

 

No matter how engaged your audience is, however, long text without sub headers to break up the copy will cause some, if not many, prospective customers to disengage. So, what you want to do is use sub headers just like we did on this page. This will help get those in a hurry or with little patience to skip to the information that is of least importance to them to what they consider most important. 

 

If You Need Long Copy but Lack Space 

 

This is usually an issue for traditional media rather than websites and social media. Because space is often an issue with traditional media, advertisers usually cannot do more than present the key points of their evidence in their ad and offer readers a persuasive invitation to receive additional information. As mentioned in step four, you can provide as much information as you need to in one or a combination of the following: websites, blogs, social media, YouTube®, sales letters, reports, CDs, DVDs, talks to groups, teleconferences or video conferences. Choose the media your audience will respond best to. If you are uncertain, survey your target market or existing customers concerning which media and format they would prefer.

 

The Formula for Market Dominance Step 1

The Formula for Market Dominance Step 2

The Formula for Market Dominance Step 3

The Formula for Market Dominance Step 4

The Formula for Market Dominance Step 5

The Formula for Market Dominance Step 6

The Formula for Market Dominance Step 7

Learn What You Need to Do to Dominate Your Competitors 

Receive a Personal FREE One-Hour Consultation. During this session, our marketing strategist will help you sort out what the most effective strategy is for your business. Schedule a phone, Skype®, FaceTime®, face-to-face meeting.

Strategy vs. Tactics

How Business Builders Rose Above Its Competitors

Stop Guessing with Your Marketing

How to Avoid Mistakes in Selecting Media

The way to ensure your advertising dollars are well spent is through diligence and research. If you follow these steps you will avoid throwing money away and get better results from your ads. Use this approach for all online and traditional media. 

Links to Other Marketing Related Sites

Services

Strategic Planning & Implementation

Tactical Planning & Implementation

Innovation Planning & Implementation

Marketing Research

Competitive Positioning Surveys

Test Marketing

Branding

Copywriting (All media)

Promotion & Ad Design (All media)

Website Design

Internet & Social Media Strategy

Internet & Social Media Advertising

Search Engine Optimization

Email & Direct Mail Campaigns

Business Development

Hiring & Training of Marketing Personnel

Learn What You Need to Do to Dominate Your Competitors 

Receive a Personal FREE One-Hour Consultation. During this session, our marketing strategist will help you sort out what the most effective strategy is for your business. Schedule a phone, Skype®, FaceTime®, face-to-face meeting.

Strategy vs. Tactics
How Business Builders Rose Above Its Competitors
Stop Guessing with Your Marketing
How to Avoid Mistakes in
Selecting Media

The way to ensure your advertising dollars are well spent is through diligence and research. If you follow these steps you will avoid throwing money away and get better results from your ads. Use this approach for all online and traditional media. 

Links to Other Marketing Related Sites

The following are the sources that helped enable us to develop our strategic marketing approach. We deeply appreciate them all.

 

Arizona State University W.P. Carey

School of Business

Jim Collins

 

Peter Drucker

 

Mitch Meyerson

 

Jack Trout

Michael Gerber

Richard Harshaw

Hubbard College

Tom Peters

Jay Abraham

Steven W. Brown

Michael Porter

Al Ries

Jim Rohn

Seth Godin

Tom Vassos