Your “Smoking Gun”

In the legal arena, the critical turning point in swaying skeptical juries is called the ‘“smoking gun”’.

The smoking gun is an irrefutable piece of evidence that convinces the jury “beyond a reasonable doubt” that your case is sound.

In the marketing world, it’s all about winning in the court of public opinion. And it’s a tough and skeptical jury you are facing. Many of them have been misled by sales pitches or outrageous advertising claims in the past. In short, they are justifiably skeptical of most business offers today.

For you to be successful in business, your customers and prospects need to know about your “smoking gun”… that piece of evidence that convinces them beyond a reasonable doubt about the credibility of your business and your offers.

However, in the courtroom as in business, you don’t necessarily need to have the best evidence, i.e. best or lowest prices, highest quality, most knowledge, most convenient. Often, it’s who (attorney or business) presents the best case or tells the best story that wins.

“If the glove don’t fit, you must acquit”

– Attorney Johnny Cochran

We have a list of proven “smoking guns” you can use in your advertising to convince skeptical consumers to do business with you. One of our smoking guns is Eyewitness Testimony. Using the names, voices, and stories of real customers in your advertising can be the most convincing evidence you present.

To see the complete list of Smoking Guns for Effective Advertising, click here. Visit with your media rep about crafting messages that will help you win in the court of public opinion!