PublishedSt Martin's Press, January 2023 |
ISBN9781774582015 |
FormatSoftcover, 152 pages |
Dimensions20.2cm × 13.4cm × 1.1cm |
You know your company is amazing. You say your company is amazing. But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers claiming to be the best, fastest, and most caring, your brand is literally on trial-and you had better deliver the proof.
In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers. Using real-world examples from trusted brands across dozens of industries, they'll walk you step-by-step through the process of identifying and categorizing your business promises-even the ones you don't realize you're making. You'll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show-not tell!-the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values. And you'll discover the right format and platform to deliver each type of evidence to make sure your "jury of consumers" connects with your case.
It's time to stand out from all the brands that shout "trust us, we're great!" at a skeptical audience. Your customers are waiting for you to prove it. So pick up this book and find out how.
