Internet Marketing - Matt Bailey [106]
A powerful phone system that helps small business perform like a big business.
No on-site equipment, eliminating hassles and maintenance.
The prospect uses the available information to deduce that the VoIP phone system will offer a quality, scalable system that won’t get outdated, restrict growth, or create maintenance hassles.
Salesforce takes a similar approach (see the following list) to its presentation of the reasons businesses should choose Salesforce over other CRM providers. Figure 10-2 shows how Salesforce uses logical proofs based on the track record of thousands of companies, the low-risk approach of a free trial, and the constant updates to the system, resulting in a safe choice for managers.
More than 77,300 companies use Salesforce CRM—a market leader, which means a solid product that has been established and tested.
“Say goodbye to complexity.” Businesses don’t have time to troubleshoot and install complex software. Businesses want to do what makes them money.
Salesforce allows you to focus on what’s important—selling.
Salesforce provides faster, more responsive service.
Figure 10-1: Vocalocity: taking a reasoned approach to marketing
Figure 10-2: Salesforce: logical proofs built on performance, creating a low-risk decision point
These benefit statements speak to the need of a business to control information and streamline contacts into a consistent sales channel, without the time necessary for setup, training, and troubleshooting. It’s something that “just works” and increases sales. The number of companies utilizing the software is a solid indicator of trust and experience, which assists the decision-making process.
The website for Caliper, which provides personality assessments for employers (Figure 10-3), focuses on two proofs on the home page messaging:
A logical fact: “For nearly half a century, Caliper has helped over 25,000 companies…”
A client testimonial: “Caliper can double your ability to hire top performers.”
Figure 10-3: Caliper marketing proofs
By showing logical facts of competence and reach in the marketplace, Caliper has started the persuasive process with clearly labeled proof of its business capabilities. Having a customer testimonial as proof and as a primary message is a powerful tool, because a client experience is an experiential fact.
Claims need to be substantiated information, whether through documentation, testing, or client testimonials. For example, if a software product is proven to be easier to use than other competitive products, then that proof can be used as a logical argument. However, if the software company simply makes a claim of it being easier, without presenting facts or tests, then making a baseless claim of overstatement could damage the company’s credibility.
The Danger of Overstatement
Overstatement is a disease that has spread throughout millions of websites. Overstatement is making a claim without meritorious facts to support the proposition. If that happens, “The reader will be instantly on guard, and everything that has preceded your overstatement and everything that follows it will be suspect in his mind because he has lost confidence in your judgment or your poise” (Elements of Style; MacMillian, 1935).
By overstating your case, you may cause the exact opposite reaction than you intended. The desire for overstatement is based in the intent to impress; however, it tends to result in suspicion. Usability guru Jakob Nielsen has found that “promotional language imposes a cognitive burden” (www.alertbox.com/alertbox/9710a.html).
Searchers immediately challenge overly promotional language and are skeptical of exaggerated claims. Almost subconsciously, people are wary of the “too good to be true” type of selling and will look for an opportunity to find a hole in the logic. The best course is to argue your case on the established merits and accomplishments of your organization.
Another course of action when using the logical approach is to make comparisons to other providers. Sylvan Learning Centers uses this