Can you ever learn too much about proof and converting customers to your way of thinking? I don't think so. So even though I've described proof as marketing's rocket fuel, I wanted to point to Sean D'Souza's latest post about proof.
He describes three levels of proof. I can see how the three levels would be compelling and powerful in a presentation. For those people who are agents of change, you may be keenly interested in "Instant Proof." Here's how Sean describes instant proof:
"If you can demonstrate the product or service, by showing an instant change, then that's instant proof." Here's two of his four examples:
* Show a client a headline without a curiosity-factor, and with a curiosity factor.
* Or a PC vs. a Mac.
A demo story is another form of Instant Proof. For example, you tell a story that shows how frustrated the customer was before using your product, and then show how delighted and happy the customer was after using your product. In many ways, the Get a Mac ads are a demo story.