In the search of proofs we lost the evidence.

Some time evidences are more powerful then proof, because proof are an appeal to convene, and discussion. Whether evidence is just a largely common understanding of a concept.

Some try to convene in their headline, in their copy and they forget the simply common way to do that.

And you have to sell your product to the large population.

Make your product as an evidence.

And it is not the easiest thing to do.

“when doctors have headaches, what do they do?”

This simple headline encapsulates the truth, the shining evidence and the subtle one.

Because the common answer to this question is ASPIRIN.

It is evident, headache is commonly associated to aspirin to a product.

Try and work harder, days and night and make priers to build such evidence for your product.

And it is not the easiest thing to do.

This may be a indirect use of evidence, a question that imply an evidence as answer.

What would be the effectiveness of such headline if it encloses the answer:”when doctors have headaches, they took aspirin”.

The headline lost it power.

People enjoy quiz, enjoy questions, and enjoy being token as intelligent creature rather then being token as consumer.

So many associations, so many evidence and poorly used in present headline and copy.

The truth is in the simplicity of words.

“Smoking kill”, ‘tobacco kill” ,”smoke cause cancer” are notices used on cigarette package in Europe, they are evidences.

People know that and such notices lost their effectiveness.

Because the evidence is too much direct it is an answer, it is an affirmation and people dislike affirmation they want and enjoy alternative, discussion and debate.

And such notices lost their effectiveness in an ironic replay such:

It is my life, it is my health.

If notices are less direct and affirmative may be the result be better.

“Enjoy and share with your kids” as a notice on a cigarette package will be a scandal.

Why?!

The answer is no adult and responsible adult, parent, dad or mom, will share his cigarette with his kids.

Is it a joke?!!

People will cry for scandal, how can we ask them to share and enjoy tobacco with their own children’s, because in their own shame they know that smoking kill.

Let people think, let people take a decision.

Evidences are more powerful then proof.

Evidence isn’t in the pithy words but in the simple one.

Try and search evidence, in your logo, in your slogan, in your design, in your layout, in your headline in you words.

And let them think about.