In a nutshell
Proving the claims of your Value Proposition is what turns your marketing conversation from classical blabla to impactful and relevant information for your customers. Inspired by ground-breaking book The Six Principles of Persuasion from Robert Cialdini, you should have a believable collection of the most persuasive reasons people should notice you and take the action you’re asking for. Could you prove why people should buy your products?
In the Marketing Canvas
In the Marketing Canvas, we have identified 6 main categories for building your Marketing Strategy: CUSTOMERS, BRAND, VALUE PROPOSITION, JOURNEY, CONVERSATION and METRICS. Each of these categories, have 4 dimensions which means that a total of 24 dimensions (6 by 4) are defining your Marketing Strategy.
PROOFS is a one of the 4 dimensions of the VALUE PROPOSITION category.
How do you use it?
When working on your Marketing Strategy, It is important to have a believable collection of the most persuasive reasons people should notice you and take the action you’re asking for. As long as you don’t prove your claims, people are unlikely to really believe them. And your value proposition becomes useless.
If we start from the definition of the VALUE PROPOSITION proposed by Neil Patel : “a believable collection of the most persuasive reasons people should notice you and take the action you’re asking for.”.
Could you prove why people should buy your products? I have the best … We are the only one that … Unless you can prove it, it looks like classical blabla or marketing bulls***t that people quickly perceived as fake and not
Neil Patel argues that as long as you don’t prove your claims, people are unlikely to really believe them. And your value proposition becomes useless.
You should thus prove your claims using:
Studies: external studies made by trusted sources where your claims are confirmed (best network in UK, most satisfied customers of the automotive industry, …)
Expert recognitions: used and recommended by … If external recognised experts are confirming your claims and are using your products, it is a proof of your claims.
Social Recognition: If a significative amount of people and/or companies are using your product in your category, it is a proof of your claims.
Certification and awards: If you have been awarded a certificate (ISO … ) or a yearly award (Cannes Lyons, …), it is a proof of your claims.
All these examples are inspired by the groundbreaking book of Robert Cialdini, The six principles of persuasion, that I invite you to read if not already done. 3 principles are highly relevant for PROOFS: Social Proofs, Authority and Liking .
If you don't prove the claim of your Value Proposition, you don't have believable collection of reasons why people should take action, It will be a BRAKE as it will not help you achieve your goals.
Are the PROOFS of your Value Proposition helping you achieve your goals?
Neil Patel, Dominate your Market, https://neilpatel.com/blog/dominate-your-market/
HubSpot, Principles of Persuasion, https://blog.hubspot.com/sales/cialdini-principles-of-persuasion