Consumers will question facts

- Marketers love fact-based marketing. … Oftentimes, you'll visit a landing page, … and it's riddled with facts and claims. … However, people naturally question … the validity of any claims. … Say something as a fact, and people are skeptical. … But if you show it, they're believers. … And in fact, the more dramatic the demonstration, … the better. … Have you seen the advertisements for the Purple Mattress? … They make bold claims, … and then they strap some eggs to a huge pane of glass, … and they drop it. … The eggs hit the mattress and they don't break. … It makes you think, … wow, they claimed the mattress was soft, … they claimed that you won't feel your partner … moving around in bed, … but then they demonstrate it! … The most powerful demonstrations … are going to employ drama to make a point. … However, you have to be careful. … Just as quickly as a demonstration builds trust, … it can also destroy it. … When you have the smallest hint of deception … or it's evident that you might be cheating …