Evidence means quantifiable support.
Consumers need quantifiable support or proof that your product or service will deliver on its promises. What are your relevant facts, figures and testimonials that convince consumers of your product and service claims?
On a scale of 1-10, how well does the evidence convince customers that your product or service will deliver on the benefits as promoted? 1 means that there is little or no evidence that it delivers on its promises, and 10, just hearing the evidence makes you want to buy.
Consumers generally don’t trust new ideas; they want to be convinced that your product or service is superior.
We do that by quantifying the pain-solving benefits in a way that makes it more valuable and memorable: "Save 15% or more", "$5 foot-long" and "billions and billions served" are all great example of capturing the benefits through evidence.
Ask your customers, "Is my evidence convincing?"