As marketeers we have to change beliefs, beliefs need evidence to support them; customers need to see evidence. The more they see, the more they feel empowered to change their belief about a product or service. Once their belief is changed we have a chance of influencing their actions.

Think evidence; what evidence can you show them? Well as a good friend of mine says, “go third party”; what would you want to see if you were where they are? Once you do that you may understand your customers’ actions better and then how to change them.

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