I saw a funny but effective TV commercial last week. It sold sofa “lifters”—flat boards that you put under sagging sofas cushions to make them like new again. Firm, solid and higher up.
The proof? Two big sumo wrestlers, together weighing 1,000 pounds, sat on a couch that was “lifted” and guess what? The restored couch held them. Very powerful proof.
Reminds me of what Gary Bencivenga, hailed as “America’s Best Copywriters,” says about the importance of proof.
He says, “Without belief, nobody buys.” And “Make compelling proof the alpha and omega of your advertising.”
If you can demonstrate how your product or service works, like this sofa ad, great. But there are other ways to show proof.
I put proof into action in an ad I wrote to women for a natural supplement to help them with urinary urgency.
The ad explained the little known reasons that cause urinary problems in the first place. Then it when on to describe the unique nutrients scientifically researched for healthy urination. And continued on with proof of successful results with testimonials of grateful users.
The ad also highlighted the problem with a cartoon of a woman driving a car, looking like she really needs to find a bathroom, only to see a sign that reads, “Rest Stop 20 miles."
By harnessing the power of proof, this ad has been successful and is now being rolled out
