In last Sunday's email I said that no matter how clever your Unique Selling Proposition is, it's not going to do you any good if no one believes it.

Here are 5 ways to establish that belief.

1. Repetition. If people hear something often enough they tend to believe it. This is the weakest form of “proof”, but it's the basis of most advertising. If we keep seeing on TV that Volkswagens are reliable or that Heinz soup tastes like you mother made it, we end up kind of believing it. Consistency is important: if you have a decent USP, keep communicating it. Don't flip flop between different messages.
2. Qualifications or experience. If your USP is about how you're more expert or better at something then having the qualifications or the documented experience in that area can help convince people that your claims of expertise are true.
3. A strong guarantee. If you back up your services and products with strong guarantees then people tend to believe the claims you make about them. Dominos, of course, did this to great effect with their guarantee you'd get a fresh hot pizza in 30 minutes or your money back.
4. Testimonials and social proof. I might be somewhat skeptical if you say you're good at something, but if others say you're good, I'm more likely to believe them.
5. Demonstration. This is the strongest form of proof. As the old saying goes, if you tell me you can fly I'll think you're mad. If others tell me you can fly I'll think they've gone crazy too. But flap your wings and zoom across the room and I'm a believer.
   As experts and advisors we can demonstrate our capabilities through our articles, videos, podcasts and other free stuff we give away. Tell someone you can cut their energy bills and they'll be skeptical. Give them a brilliant energy saving tip for free that saves them money and they'll believe you.

You can use one or all of these strategies for getting people to believe your USP. More is better, of course.

Which ones are you using?