Proof Beyond Testimonials

If you boil down to the core essence
of marketing, you'd be left with these 2 points...

1 A desired outcome wanted by a group of people

2 Proof the outcome wanted will be
delivered

So let's go deeper into proof points since most people think of them as
coming up with testimonials.

Opening your eyes to what are other proof points then using them can have you escaping the boring me-too
messages buyers tune out to.

This example of wider and deeper proof points comes from me being called in to get a campaign on track
for a University MBA student recruitment drive.

After establishing the students desired outcome would be getting
great jobs and have a support network after graduation.

Going wide we came up with a list of
proof points...

1 Companies send their recruiters there to get their graduates

2 Name the average starting salary

3 Name the percentage that get jobs after graduation

4 Name the job promotions graduates get

5 Have current students tell why they chose this MBA program

6 Have graduates tell what it's like to be part of the support network

7 Name the high positions graduates hold in well known companies

Now here's how we go deeper...

we take each point and expand on it.

Like this...

1 Name all the companies. How many years have they been going there.
What skills do they want most. What rolls are graduates given.
Interview the recruiters on video as to why go for these MBA graduates.
Where do they see the demand for these graduates in the future.

2 Name the average starting salary.
Name what each company pays for each role graduates go into.
Name what sectors pay. Name the speed in which graduates get promoted
and the salaries for each new role.
Have company recruiters on video telling this.

3 Name the percentage that get jobs after graduation. Which speciality gets the most job offers.

4 Name the job promotions graduates get.

5 Have current students tell why they chose this MBA program.
Did they have a criteria? How many options did they look at?
What was the final point which had them say yes to this MBA program?

6 Have graduates tell what it's like to be part of the support network.
How many times do they meet. Where do they meet. What happens at these meetings.
How quick are the online replies for help requests.

7 Name the high positions graduates hold in well known companies.
What are the salaries in these positions. How long did it take to achieve these new rolls.

There you have it, different ways to come up with proof you can deliver on what your prospects want.

Best,
Doctor E. Vile