When creating reasons to believe, the rule of quality over quantity prevails.
Stick to one (or 2) Reasons to Believe (RTBs) that are highly believable. Fewer is far more compelling than several that are loosely related. When in doubt, test them to make sure they’re compelling and relevant to the promised benefit.
If you’re not sure how to validate them, reach out to us for some guidance.
➡︎ Compelling RTBs are key to product marketing success
One area where we have done a lot of work is in Healthcare: medical devices, medical procedures, even insurance. But our experience extends beyond that: streaming services, mobile apps, and even robotics.
That explains why we focus on healthcare in our examples. But you can easily apply these 7 approaches to any industry.