In order to be believed, you must present enough of a change that the consumer chooses to notice it. But then you have to tell a story, not give a lecture. You have to hint at the facts, not announce them. You cannot prove your way into a sale—you gain a customer when the customer proves to herself that you’re a good choice. The process of discovery is more powerful than being told the right answer—because of course there is no right answer, and because even if there were, the consumer wouldn’t believe you!
