It's your job to turn them into believers.
A proven way to combat skepticism is to substantiate your product claims with statistics.
Far better than other details, statistics strengthen your content's persuasiveness, even when they're from a third party.
Consider the following claims (by a window manufacturer):
SageGlass is ideal for buildings where sustainability is a goal. It controls the sunlight and heat that enter a building, providing great thermal efficiency. It also means buildings can use smaller, more efficient HVAC systems, dramatically reducing energy consumption.
Consider how much more powerful the claims become when statistics are added:
Researchers at the National Renewable Energy Laboratory have said that full deployment of dynamic, highly insulating glazing can save up to five percent of the US energy budget. That’s equivalent to over 160 gigawatts of electricity generated annually by fossil fuels. Such savings could reduce CO2 emissions by 300 million metric tons.
