Another way to get people to buy into your claim is to explain the mechanism behind it.
For example, let’s say a fitness trainer makes the claim that in just 14 minutes a day customers can add muscle to every inch of their body.
Notice what is NOT suggested: that these will be particularly big muscles. The implication is, at the very least, customers can achieve a toned body.
That’s still a big claim, but the trainer can bring it into the realm of believability by explaining how this can happen.
In this case, let’s say the fitness program involves a chair. The value proposition can be summed up like this: a 14-minute chair routine that builds muscle on every inch of your body.
Notice, too, the trainer used several of the previous tips to accomplish this.
One, the claim is very specific about the amount of time it takes and the equipment necessary. In other words, it’s heavy with details.
In addition, as part of the live presentation the trainer could demonstrate with a video. All of these factors help sweep aside skepticism.
Finally, he could add a creative guarantee, and his close rates are sure to go up.
This article originally appeared as part of this Salesforce article (which I am told by a source close to the company is their most socially popular post).
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