1. Identify the most relevant evidence for your target audience
A pitch gains in strength when it's backed up by concrete evidence. But not all evidence is created equal. The same information can reassure a customer and leave an investor cold. So the first step is to identify the right types of evidence... depending on your target audience.
The following table shows the types of proof expected, depending on the target.
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Identify the most relevant evidence for your target audience
Shaping a convincing proof of use
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