Marketing communications is 80 claim and 20 percent proof. Read a print ad. Watch a TV commercial. Listen to a radio spot. The lion’s share of the communication tells consumers what the seller wants them to believe. If you just learned the claims by rote the marketer would be happy. The reason to believe the claims — or the logic — is often absent. Maybe a crumb here and there. Hence, consumers lack the ability to explain the claim. All claim, no proof.
By some accounts North Shore University Hospital is the best hospital on Long Island, a large land mass next to NYC with 3.5 million residents. Many believe the best hospital claim. Ask them why it’s the best and they are likely tongue-tied. Umm. Well. Because.
Branding is about Claim and Proof. Find a claim consumers truly want and need. Then find proof of that claim and promote it every day. If you do so in an organized way – with three proof planks – you will succeed faster.
When Coors Light spends millions on TV advertising telling young adults it offers the coldest beer on the market (claim), how do they prove it? With a picture of the Rockies? It’s a Trumpian claim. It’s foolish and silly. But they still claim it.
Branding is about conviction. It’s about evidence.
Get your paper strategy right and every arrow in the marketing quiver shoots toward the target.