Why do gangsters wear bling:

Is it because they enjoy the feeling of golden chains around their neck…

….or because they like the way it looks?

The reason why is a lot simpler.

Bling is, “Evidence of wealth.”

It’s basically advertising and proof they have money and can run a successful enterprise.

(After all, you wouldn’t want to join a gang that isn’t RICH, would you?)

Proof is also what I want to talk about today.

You see, in marketing proof is paramount.

The first step is always to prove that your product does what you claim.

Without proof no one will ever buy.

There are dozens of ways to do this.

The easiest is to get into the media. Appearing in newspapers, magazines, or on TV and the radio provides instantly credibility and proof. Just mention that you’ve been interviewed by this or that outlet and people will believe whatever you say. I mean if it was in the newspaper it must be true, right? Then you have scientific studies, testimonials, and also before and after examples. Celebrity endorsements are great if you can get them and so is a world class guarantee.

But probably the best form of proof is demonstrating the product.

Old school salesmen relied exclusively on demonstration.

(Think about those classic Billy Mays adverts.)

All of these will help to prove your claims.

Remember, proof is paramount.

At the end of the day it’s not about your traffic, affiliates or connections.

You first need to make people believe 100% in what you’re saying.

If you can do that they will fight to give you money.


Alastair Walton