Promise × Credibility
Luxury Dating Photographer
PromiseVery Weak
Evidence burdenVery Weak
Design moves
0 / 2
1
Choose the Promise
One only. Bigger claims cost more to prove.
Desirability ↑Evidence burden ↓
Desirability ↑↑Evidence burden ↓
Desirability ↑↑Evidence burden ↑Outside provider control
Desirability ↑↑Evidence burden ↑↑Outside provider controlSupport: thin
2
Choose Credibility mechanisms
Pick up to 2. Evidence has to demonstrate the thing you claimed.
Proof ↑↑Self-evidencingCustomer-specific
Choose a Promise first.
The claim is tested on the buyer's own account, which is the only account they care about.
Proof ↑↑Self-evidencingCustomer-specific
Choose a Promise first.
Proof ↑Self-evidencingCustomer-specific
Choose a Promise first.
Proof ↑
Choose a Promise first.
Proof ~Social proof
Choose a Promise first.
Proof ↑
Choose a Promise first.
Not available — You have never collected this. It is not available in this scenario.
Not available — You do not track what happens in your clients' relationships.
Start with the Promise.