Your Opinion is Irrelevant Without Proof

Your claims about your product's attributes must be provable and based on objective facts. Your opinion of your own strengths is not enough.

Many companies make the mistake of listing subjective benefits as features. For example:

• "We provide outstanding customer service."
• "Our product is very easy to use."

These are not features; they are benefits. And without proof, they are just empty claims.

To make these claims more credible, you need to back them up with objective facts. For example:

• Instead of "outstanding customer service," you could say, "We have a 98% customer satisfaction rating" or "We offer 24/7 phone support."
• Instead of "easy to use," you could say, "Our product requires no training" or "You can get started in under 5 minutes."

Third-party validation is also a powerful form of proof. If an independent reviewer says your product is easy to use, or a customer provides a testimonial about your excellent customer service, that's a fact that you can use in your positioning.

Related Concepts:

• Focus on Features, Not Value (For Now)
• List Everything, Even the "Negatives"
• Focus on Consideration, Not Retention, Attributes
• Unique Attributes
• Value (and proof)