Tip #1-7 - Burden of Proof

 When people cannot see what you are offering, words matter.  

Whether you are writing a brochure or a one-pager Talk Tool™ to wake up prospects to what you can do for them in general or on a given topic in your special expertise, you must get your claim in there right up front. If you are “polite” about it and place it nicely in the third of fourth paragraph or don’t state it at all, your message—all of it—may never be heard.

Evidence:  The average resume is read in 15-30 seconds. If the claim is not an attention getter, your resume gets another ho-hum read from someone who has too many resumes to review anyway. A test:  Try looking at a few web sites and thinking what annoys you or fails to grab your attention. If a major claim is not viewed on the first screen or the screen must be scrolled to get to the important claim, the message is lost.

 Clarity

             Your objective is two-fold:

1.     to be understood

2.     not to be misunderstood

            Your writing must be crystal clear as to what you claim and what corroboratable evidence you offer. If you are writing a claim about your expertise, state what you know and what you know very well. So many advisors get hung up on mission statements and taglines that they feel clever and forget to make their main claim, the strongest reason someone should work with them and the proof that they can and will deliver on that promise. My example:

My average consulting clients—financial advisors and planners— 
double profits in 30 – 48 months by making the shift to marketing.

              Examine your data; review your expertise; question your ten best clients and see what makes you special. Then craft a claim and evidence. Hone it to be absolutely clear. Then put it up front in your resume, brochure and anywhere else appropriate. This is not hubris. The burden of proof in a cluttered, competitive marketplace rests with you.

Tips Menu