When you advertise, which approach would you rather take?
If you try 'proving' your claim, you start with a premise "consumers have a need but are skeptical/doubting" and therefore, you provide them with concrete reasons right away to consider you good enough. Defensive, as if imploring, "Please think of me as good. Please. Please. Please."
If you try just 'stating' your claim, you start with a premise "consumers have a need and believe that those needs can be fulfilled" and therefore, you don't necessarily feel necessity to give reasons left, right and center. Instead, you show confidence in your audience and spend your energy thrilling them in a way they would remember. Isn't the last word precisely the thing you are seeking? O yes, subsequently you can give them more information and that information might not seem reasons; they would just be a few more points to get thrilled about.
Leave a Reply