The Smoking Gun

In marketing and sales, a "smoking gun" is a single piece of evidence or data that is so compelling and persuasive that it makes your case undeniable and positions you as the only logical choice.

Characteristics of a Smoking Gun

• Irrefutable: It is a hard fact or a piece of data that cannot be easily disputed.
• Game-Changing: It fundamentally changes the way the customer thinks about their problem or your solution.
• Creates a Strong Differentiator: It clearly and powerfully differentiates you from your competitors.
• Often Found in Trends: Looking at data over time is a great way to uncover smoking guns.

Examples

• Lawn Care: A legal case where a homeowner was held liable for a lawn care worker's injury, making the need for a fully insured company a "smoking gun."
• Gift Shops: Data showing the dramatic decline of gift shops over time, forcing a company to reconsider its distribution strategy.
• Alternative Therapies: Data showing the explosive growth of alternative therapies, creating a compelling case for doctors to incorporate them into their practices.

Finding your smoking gun requires research and a deep understanding of your market. It is a key component of a powerful The Stadium Pitch (or Core Story).