It's one thing to claim your product solves a problem. Intelligent buyers shop the competition. They try to differentiate between similar choices. Providing the differentiation for them saves them time, one of their most valuable resources. Cite credible, objective third-party evidence .
Intelligent readers look for trustworthy evidence to substantiate claims by self-interested parties.
Providing the evidence for them not only saves them time but also buys you credibility. Finding meaningful testimonials by industry pundits takes time but is well worth the effort. Illustrate objects with pictures . We've all learned that a picture is worth a thousand words. But in fact, only some pictures are this valuable.