The two most important elements in marketing are claim and proof. It’s how you build businesses. Simplified and organized, this claim and proof approach is the foundation of branding. One claim, three support or proof planks.
One of my kids just graduated college and is on the interview circuit. Loaded for bear, somewhat unfettered, he believes a willingness to work hard, learn and focus on achievement are the qualities that will land him a job. He’s not wrong. But these things sound like your average cover letter. When shared face-to-face over a desk, they are a bit numbing. My suggestion was “don’t forget the proof.” Follow up each claim with examples.
This is what marketers often forget. More often than not marketers and their agents remove proof so they can shoehorn in more claims. It’s claim-apalooza out there. All theater, exposition, and context – no proof.
When a job seeker organizes what s/he wants the interviewer to know about themselves and sells it with stories about real event it can be indelible. Same with brand building. When the dude jumped out of the capsule up in space and free-fell to earth while drinking Red Bull (JKJK), he evinced an energy rush second to none. 10 million media impressions be damned. That was a powerful moment of proof. Peace.