While hard evidence is researched and independent, you generate soft evidence as you go about your business. It is sometimes called social proof because those who use your products or services produce it. Soft evidence, reproduced in your marketing materials, is usually quotations from people who have used your services.
Use soft evidence to show that people are doing business with you and what they say about your business. It is likely you will have little soft evidence when you start your enterprise. Everyone has this problem but over time it becomes less of an issue.
Remember soft evidence is an essential output from the work you do. Think of it as part of the payment for your services or products. Ask for it at the outset and get agreement to provide it before you start work.
Examples of Soft Evidence
- Testimonials are perhaps the most common type of soft evidence. They can be presented as text, video or audio. Testimonial interviews are often most effective and can be used in various ways.
- Anecdotal evidence may seem the least convincing type of soft evidence. However, you may find you are able to use this approach effectively. The place to use it is where you are describing examples of work you’ve done with clients. Their testimonial might not go into the level of detail where a particular incident, you need to illustrate a point, will be mentioned. You’re saying, “this is what I did under these particular circumstances”.
- Celebrity endorsements may be helpful I suppose. Your celebrity need not have universal appeal. If you know someone in your field, with a significant track record, they may be willing to endorse your offer.
- Reviews of your work can be helpful. You could, for example, ask someone to review your blog or ebook. This could be published as a blog post and quoted on your site.
All of these accumulate as and when opportunities present themselves. You need to be alert to such opportunities and be ready to ask at the right time. If you need a couple of sentences, some people may be able to write it on the spot. Longer documents, such as reviews, take time to prepare. They can be recorded in about 20 minutes on the spot or drafted at leisure. The risk is promises of long reviews are not always delivered, so any support you can offer is likely to be productive.
Have you any tips about collecting and publishing soft evidence?