Faith is an island in the setting sun. Proof.
Proof is the bottom line for every one.
So sang Paul Simon in his song named ‘Proof’ (what else?).
The ramifications of what Paul Simon sings, really hits home when you get out there to speak to an audience or make a presentation.
Now don’t go mixing up proof with testimonials
Testimonials are proof. But they’re a different kind of proof. They demonstrate that the customer about to buy the product or service isn’t guinea pig#1. Testimonials work really well to reduce this immediate doubt that crops up in your potential customer’s mind. However, proof is more than just mere testimonial.
Touch it, feel it, experience it…
That’s what proof is all about. You’ve somehow got to make your live audience see the instant change. Pretty much like instant noodles. So if you’re selling instant noodles, you need to have your big ol’ clock go tick, tock and show the audience that tasty noodles don’t take seven hours and twenty minutes to prepare. That’s proof.
Of course, you’re not in the noodle business…
You’re a marketing consultant. Or you’re an acupunturist or you sell microphones.
I’ve outlined a scenario for each one of the above professions when you’re speaking.
1) For a marketing consultant: That’s me, so I’ll go first. I have a system called the Brain Audit. In exactly 20 minutes (and I’ve timed myself) I can get the entire audience to have just one question on their brain, based on what I say. I get the entire audience to write down what they’re thinking on a piece of paper. And they all write these words or a derivative of these words: “How do you do that?” Now imagine there are 20, 50 or 500 people in the audience. And everyone has the same question written on their sheet of paper. That’s proof.
2) For someone selling microphones: Imagine you had a cheap $20 microphone and you did a recording and played it back. Then you do a recording with the $200 microphone. Obviously there’s a difference in quality. Now if you just demonstrate the difference, you’ve done a great job. You can take it one level higher by getting two audience members to participate. One presses the record button while the other speaks into the microphone. And you stand back. Mmm…notice there’s been no tampering with the audio. And the audience gets to listen to the playback of the two recordings side by side. That’s proof.
3) Finally, the acupunturist: Can’t get rid of pain in one second, can we? But acupunture can demonstrate a scenario where if a needle is pierced in one place, the little finger comes up. If the needle is pierced in another place, the middle finger comes up (no, cross that thought!) This demonstrates that acupunture is very specific and can help to fix specific areas or ailments.
Note: In all cases, audience participation is vital. Proof requires audience participation. Testimonials are wonderful, but when I can feel and touch and experience something, I’m sold on it. Find the touchy, feely thing in your business. And you’ve got proof!