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There is no substitute for giving evidence that backs up your marketing claims. It may even be that a particular piece of evidence is what forms your USP, for example you may deliver pizzas in less than thirty minutes and that can be the basis of your whole business.
Many businesses have less well defined differentiators, especially in service industries such as IT or financial services. Here you are often selling a quality of service that is more difficult to pin down but it doesn't let you off the hook when it comes to backing up your claims.
For example , if you want people to believe that you are serious about customer service and you will respond to customers' needs, you could try writing
We are serious about customer service and we respond to customers' needs.
Unfortunately, every company on earth makes a claim like this, so you really need to do more. In this context, 'evidence' doesn't mean incontrovertible proof that you really are telling the truth. However, you do need to show that you understand what is needed to provide great customer service. For example, you would be better off saying something like this:
We are serious about customer service:
- you will always speak to a named individual
- 90% of queries are answered within 24 hours
- more than 95% of our customer feedback is positive.
This reveals both your understanding of customer priorities (named individual) and some hard numerical evidence. As a reader, I am reassured simply by the fact that you know these issues ought to be addressed.
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