Tangible Credibility

Here is a comparison between advertisements between two different consulting firms, as an example of the power of credibility:

Consulting Ad #1:

“Experience has shown us that if we define measurable objectives and set realistic schedules together, build joint teams, and above all, anticipate and mitigate risks together, we can improve our chances.”

Consulting Ad #2:

“Accenture and Dell conceived and implemented an approach that allows Dell to operate on no more than two hours of inventory at a time. Now in place at Dell’s plants around the world, the program paid for itself five times over during the first 12 months of operation.”

Being specific, naming the client and providing numbers makes the second claim much more powerful. Give a prospect real reasons to believe what you’re claiming you can do.