What Makes People Buy: Evidence
You want to sell a car? Say something about the awesomeness of the 350 small block engine under the hood and then open the hood to show the Evidence that the engine is in fact 350 small block.
Same principals apply to almost anything in our lives.
You want your buyers to buy from you, sell them the facts based on the Evidence.
Proving the car has a 350 small block should be easy especially if its true and especially if the buyer knows what they’re looking at.
But what about less tangible Evidence?
What about the Evidence that’s not as obvious? Better yet…
WHAT is Evidence?
Any factual statement, object or opinion not created by the source that is used by that source as support. (Reinhard, 1988)
Now THAT is an interesting (and often applied) definition of Evidence that deserves a closer look.
- “Any factual statement.” – As in, NOT a statement of fact, but a statement that was in fact made. Notice the subtle difference?
- “Object or opinion.” – If the first part left any doubt that almost anything can be used as Evidence the “object or opinion” knocked it out of the park. An opinion made by someone else constitutes Evidence? Read that again so I don’t have to type it.
The last part of the Evidence definition simply tells me that I can’t be the one to say it, but as long as I can quote someone else to support my product, theory, or service, I’m all good.
If this often used definition of Evidence was a Baseball game, even the kid in the wheelchair would get to play.