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Poof train car #7: Acknowledge weakness

August 11, 2016

The next car on the proof train involves pointing out your own weaknesses. If you’re making a bold claim, acknowledge anything that your prospective clients could doubt about your claims. Just say it straight out. Here are a few examples that illustrate this: I know it’s hard to believe that we can save you 30%…

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How do you market to those 10 companies?

August 11, 2016

The proof train keeps getting delayed by awesome questions from list members! Cezar asked the following in response to the email about how being ultra-specific is a good form of proof: — While it makes a lot of sense to do so (be very specific), the big question is, how would those 10 companies find…

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Proof train car #6: Fight the power

August 11, 2016

To set the tone for today’s email, here’s a funny picture my dad sent me the other day: (That’s the Montparnasse derailment given a humorous modern context) Car #6 on the proof train is taking a contrarian stance. Remember, we’re looking at ways to provide proof to support your marketing claims. By taking a contrarian stance,…

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How do you use specificity if your client has no data?

August 11, 2016

List member Roger sent this really sharp question about usingspecificity to provide proof for your claims: — Even though programming is all logic and a lot of numbers, the ROI metrics aren’t readily available. I’ve asked past clients for data, and its a pain for them to find numbers.they usually give me vague information. So, not…

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Positioning a rock and roll band

August 11, 2016

The story below is so good that I have to take a break from the “proof train” series. List member Josh wrote me the following: — Here’s an example you might enjoy since it’s completely outside the tech / info product world. My friend was in a Top 40 band about a decade ago. They…

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A reader question about guarantees

August 11, 2016

List member Isha had the following question about car #3 on the proof train, the guarantee: — Awesome email! I get how the money back guarantee can work on a project, but what about if this a retainer client, what would a good guarantee be then? — I invited my colleague Jonathan Stark to answer this…

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Proof train car #5: specificity

August 11, 2016

An American soldier, serving in World War II, had just returned from several weeks of intense action on the German front lines. He had finally been granted R&R and was on a train bound for London. The train was very crowded, so the soldier walked the length of the train looking for an empty seat.…

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Proof train car #4: the mechanism

August 11, 2016

🎵🎵 I hear the train a comin’ It’s rollin’ ’round the bend, And I ain’t seen the sunshine Since, I don’t know when I’m stuck in Folsom Prison And time keeps draggin’ on But that train keeps a-rollin’ On down to San Antone 🎵🎵 — “Folsom Prison Blues”, by Johnny Cash Today we’re moving on to car…

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Proof train car #3: the guarantee

August 11, 2016

We’re sitting around a hobo trash car fire, watching the ole’ proof train roll on by. Lefty is blowin’ on a dented C# harmonica he swiped in Needles, CA, Blinky is sleeping one off, Two-Teeth is picking something out of his beard, and I’m typing this email about proof elements. The third car in the…

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How big is the apps market?

August 11, 2016

A mentoring program participant asked me how big the apps market is. I said, “great question! Let me look into that.” And I did. Behold, a 21-minute analysis of two questions: How many entities are building a revenue-generating mobile app? How many entities have a revenue-generating app they’d like to rescue or dramatically improve? Here’s…

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