A single performance predictor provides prospective customers with a glimpse into the future by reinforcing product benefits. For example, backing a product claim with a guarantee of performance.
Exposing prospective customers to a host of performance predictors essentially allows them to recreate the likely future in the present. A skilled marketer who uses performance predictors effectively will shift the prospective customer into the future with a range of performance predictors creatively communicated and engaging the five senses.
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