Why performance predictors will help you become a better marketer

Performance predictors reduce consumer scepticism.

They achieve this by providing evidence to support claims, reducing pre-purchase risk, getting to the point fast, drawing consumers in rather than pushing products onto them and building trust.

Why is reducing consumer scepticism critical to marketing success, now more than ever?

The answer lies in the early meaning associated with the word scepticism. In Greek philosophy, scepticism was associated with a "suspecion of judgement". Sceptics take the view that the only course of action is to suspend judgment and adopt a position of indifference toward the product.

If all consumers suspend judgement, there will be no products sold. To be successful as a marketer, you must reduce scepticism to allow purchase decisions to occur.