Proof

by Tim Francis on May 7, 2013

I tip my hat to Dr. Glenn Livingston for penning this perfect little expression:

“Hype is Promise Without Proof”

When you’re creating your marketing pieces – email newsletters, email blasts, google ads, facebook ads, landing pages, sales pages, print ads, ANYTHING – always take note when you make a claim or promise.  Think about how you can immediately back it up with PROOF.

Here are examples of ways that you can include proof:

  • Picture Proving your Claim – seeing is believing
  • Headshot of the person speaking – proof a real-world person is on the other end of the ad
  • Demonstration of the product / service in action
  • Explaining your process – revealing “behind-the-scenes” magic makes prospect believe
  • Telling stories that prove “you know what it’s like” to be in the prospect’s shoes
  • Any endorsements you have from experts, associations, businesses, authors, or celebrities
  • Any awards you’ve won from associations or clubs
  • Any customer advocacy accreditation, e.g. Better Business Bureau
  • Any security certificates you have, e.g. VeriSign online
  • Any licenses you have, e.g. Health Board license, Driving license, Business license
  • Any Academic accreditation – degrees, diplomas, special courses (include logo of institution if possible)
  • Any other advanced training you’ve taken
  • Any association memberships you hold – e.g. Trucking Association of Canada (include logo if possible)
  • Any community group memberships you hold – e.g. Rotary Club, Lions Club, etc. (include logos if possible)
  • Any boards you sit on
  • Number of clients served
  • Number of years in business
  • Testimonials from customers – audio, video, text
  • Testimonials from experts, authors – audio, video, text
  • Tesimonials from celebrities – audio, video, text
  • University research to back you up
  • Industry reserach to back you up
  • Scientific studies done by companies
  • Customer research studies – e.g. “275 of 281 respondents reported…”
  • Statistics about your industry – e.g. “Surgical Tubing is a 6 Billion / year industry”
  • Statisitics about customer usage of your product – e.g. “92% of our customers return to buy again”
  • Statistics on how you outperform competitors – e.g. “Average wait times are 31% faster than our closest competitor”
  • Awards won
  • Books you’ve written
  • TV shows you’ve appeared on
  • Media you’ve written for or contributed expertise for, including newspaers and magazines, trade journals, academic journals, trade magazines
  • Events you’ve spoken at
  • Before and After pictures to show results
  • Pics and Vids of your product / location make you legitimate to prospects
  • Publishing your address so people know you legitimately exist
  • Showing a 1-800 number makes you look bigger than you are
  • Show brand logos of companies you’ve worked with

I guarantee there are way more examples than this.  If you come up with more examples, please add in the comment box below.

Onwards and Upwards,

Tim :)

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{ 5 comments… read them below or add one }

Filip Novák July 20, 2013 at 11:31 am

Hello Tim,

I enjoy your podcast and look forward to each new episode.

Let me add to this article this new proof:
- splash video on the main page

I also created one splash video for my own small business here: http://www.youtube.com/watch?v=pe8IcSET5Oc

Thanks for creating value for marketing, we are all dealing with.

Have a great day, Tim.

Filip Novak from Brno, Czech republic.

Reply

Tim Francis July 25, 2013 at 9:19 am

Filip,

Thanks for writing! I looked at your website and YouTube video. I couldn’t understand either because I only speak English and French. But it looks like you’re an SEO marketer, and looks like you’re doing well. Congratulations on your success :)

Thanks for listening!

Tim :)

Reply

Filip Novák July 27, 2013 at 9:37 am

Ou yea, I am SEO consultant and developer of responsive/adaptive websites to fit all mobile devices.

My project is to lead and a group of 8 freelancers and manage different projects for customers (creative campains, website repair, responsive design, application development, PPC…)

I am very pleased, that you was on my website. Your podcasts are like a breath of fresh air! I would love to cooperate with you on some level in the future. What do you think about it?

Reply

Shanna Niemar February 6, 2014 at 5:14 pm

This is a great list Tim! It’s funny how we sometimes overlook the most obvious things. Looks like I’ve got some work cut out for me…

Reply

Tim Francis February 6, 2014 at 5:19 pm

Sometimes marketing psychology is deep and mysterious… and sometimes it’s just having the clarity to see what’s been sitting under our nose all this time. Like in your Real Estate Investing business – great deals have been sitting around your entire life, but only once you developed the proper “x-ray vision” were you able to see them. I know “x-ray” vision is a corny way to talk about it, but that’s the idea. Love your habit of rapid, deep implementation, way to go Shanna :)

Reply

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