This is a hard lesson for a lot of marketers to learn. It’s easy to tout your features, focus on the benefits, give proof that you are, in fact, the best solution to a problem. But proof doesn’t make the sale. Of course, you believe the proof, but your audience doesn’t. The very fact that you presented the proof makes it suspect. If a consumer figures something out or discovers it on her own, she’s a thousand times more likely to believe it than if it’s just something you claim.
