What is the supporting evidence?

The supporting evidence is one of the fundamental elements aimed at constructing the advertising message.

These motivate the customer's choice to prefer one product over another.

Furthermore, it is an important element that is included in a marketing strategy.

When building an advertising announcement, you need several elements, including: the objective to be achieved, the tone of voice, the benefits, the reasons why, and indeed the supporting evidence.

Supporting Evidence and Copy Strategy

To have an effective supporting evidence, a good copy strategy is needed.

The copy strategy is a document that defines all the important elements and key points of an advertising strategy.

It provides all the creative elements to communicate a persuasive and impactful message.

The copy strategy is structured in a schematic way:

• Benefit: namely, what benefits the purchase of a particular product brings;
• Insight: namely, the consumer need that has not been met based on the promise made;
• Reason why: the argument of the promise;
• Supporting evidence: an element that represents a specific feature or consumer behavior that demonstrates the validity of the promise;

Tone of voice: the tone in which the advertising message is presented.

the way of presenting the benefits offered by the product and the related arguments, which is identified as consistent with the product to be communicated and its positioning;

The copy strategy is based on the target audience that a company aims for, namely its own target.

Finally, it allows to define the most creative and appropriate strategy for effective communication.