Step 3: Be Specific and Give Evidence Noise is everywhere, and if you are going to rise above it, you have to alleviate natural consumer skepticism. Do so by being specific, and if possible, offer evidence. WEB SITE: “Your car sold in 20 days or less or it’s free.” PRODUCT: “Drop 20 pounds or you don’t pay a dime.” SERVICE: “Your home sold in 30 days or I own it.”
