13 Proof Points To Support Your Marketing Claims

13 Proof Points

A marketing message without PROOF is nothing more than a string of claims. ⁣

⁣Granted, you need to make claims in your marketing (i.e. benefit statements and promises of results), but… you need to backup every claim with proof, with evidence.⁣

⁣⁣⁣The proof is what transforms typical claims into believable facts. ⁣

⁣⁣⁣Ideally, every claim you make about what your product does should be supported by AT LEAST one proof point, if not two or three. ⁣

⁣⁣⁣And, the bigger the claim, the bigger your proof needs to be. ⁣

⁣⁣⁣In fact, no one claim should be bigger than your biggest proof point.⁣

⁣⁣⁣To get your wheels spinning, here’s a list of different types of proof points you can use to support your marketing claims:⁣⁣⁣

⁣1. Dramatic Demonstration⁣

⁣2. Reasons Why⁣

⁣3. Academic Studies⁣

⁣4. Statistics & Data⁣

⁣5. Charts & Graphs⁣

⁣6. Explain The Mechanism⁣

⁣7. Expert Statements⁣

⁣8. Logical Argument⁣

⁣9. Examples⁣

⁣10. News Items⁣

⁣11. Specificity⁣

⁣12. Testimonials⁣

⁣13. Social Proof⁣

⁣⁣⁣Proof in your marketing is so crucial… so critical… one of the greatest copywriters of all time, Gary Bencivenga, gave this advice…⁣

⁣⁣⁣“I have always advised my clients to build their products, newsletters, books, and ezines squarely on their strongest proof elements, namely their most persuasive and impressive credentials — including their strongest case histories, endorsements, testimonials, “reasons why” they offer better results and solutions, success stories, proven outcomes, expert status, areas of specialization, reputation within their industries, and especially a spirit of candor and integrity that never fails to delight clients and confound competitors.⁣

⁣⁣⁣When you make your credibility an essential, highly visible part of your marketing, persuasion can flow like silk because your most commonly encountered enemy — skepticism — is largely swept aside.”⁣

⁣— Bencivenga Bullets, Bullet 29