Are you believable

Posted January 9th, 2009 by Dr James Pratt

The next key concept is a thing called credibility. Credible means believable doesn't it? Why do you see so few magic shows on television? It's not credible no matter what they do. It's very difficult to successfully do magic on TV isn't it? It's because we all know that they can do things with the cameras to make the trick happen. Magic is much more credible done live than seen on television.

I don't know if you saw it but several years ago there was a magic special on from Disney World where they made Sleeping Beauty's Castle disappear. It was a great trick. I mean that's a pretty impressive trick. They went up there and walked around right where it was a second ago. My newphew said at the time, "Yeah they could have done it with the camera." So it has no credibility.

In promotion the better the deal and the bigger the promise the less creditable it is unless we then take steps to make it credible. So we have to be concerned with the believability of what it is that we are doing. In order to create credibility and in order to create believability we want to amass proof.

Now the weight loss business is the best place to learn, to look at, and to observe how proof is used. You want to learn how to market with proof. Go get yourself a copy of any National newspaper.

One of the most continuing types of advertisement in any National newspaper are different types of weight loss things.

Now look at those ads and you will see some things in common. They have to really work at creating credibility.

Why?

The only reason why an overweight person would not respond to a weight loss offer is they don't believe it. And typically most overweight people have tried to lose weight with various means and have failed. So each time they try something and fail their credibility gets stretched a little further doesn't it? It's that much more difficult for them to believe again.

So credibility is the number one marketing problem for anybody in that business. So what do they do? What's in common in all those ads? Well you will see visual proof.

Most will use visual proof. Typically it's a picture of a gal with a small waist holding her old pair of pants with a big waste. You all know the photograph and she stretched them out and you could fit a neighborhood in with her.

This is called 'visual' proof.

Then there is usually testimonial proof using comments or letters. Or there could be expert endorsements like the professor from Yale University or an MD. Of course there's also a guarantee..... usually a very strong guarantee.

A guarantee like this... Use all the stuff up. Use the entire 40-day supply and if you haven't lost, I forget how many pounds, return the empty bottles and we'll refund all your money plus give you another supply to try free.

Why do they do all that?

Wouldn't one be enough?

Wouldn't one type of proof be enough?

Well what you really need to do is you need to visualize scales. Over here is doubt, skepticism, uncertainty, reluctance, procrastination all the things that will stop the purchase. And over here they got to pile on enough proof, not just to get the scales even, but to tip them in their favor.

So the key words are a preponderance of proof, an overwhelming amount of proof. And you want to overwhelm with proof in order for you to be way ahead in what it is that you do.

We'll pick up with the next key concept in a couple of days which is called 'organised presentation'.


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