The conversation centers around the challenge of skepticism in copywriting. Discover how emotional and logical proof must adapt to customer awareness levels. Learn to build a compelling proof portfolio, moving beyond simple testimonials to include data-driven evidence. Explore the strategic placement of proof to maximize engagement. They're diving into the power of user-generated content, especially for younger audiences. Emphasizing the ongoing evolution of proof, the discussion encourages adapting to industry changes while maintaining credibility.
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insights INSIGHT
Psychology of Proof
Different customer groups need different types of proof based on their awareness levels.
Consider what proof is needed to convince prospects of the problem, the solution, and your product's superiority.
volunteer_activism ADVICE
Three-Part Proof Approach
Start with easily accepted proof, add market-specific details, and use proof to address objections.
Time your proof strategically, using it to establish credibility early, highlight benefits later, and reduce risk towards the close.
volunteer_activism ADVICE
Building a Proof Portfolio
Go beyond simple testimonials; collect detailed feedback with specific points.
Capture complete stories for case studies, including the before, problem, solution, and result.
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Two of the most confrontive words in a conversation are “Prove It!”
Nobody really likes to be challenged about how true what they are saying.
But when it comes to writing copy in the real world, you have to expect that prospects WON’T believe you.
In fact, the more they like a claim you make, the more skeptical they will be.
Why?
Because of human nature.
And also, because they’ve been disappointed before.
You can almost imagine them in a cover band, screaming at you, “We won’t be fooled again!”
Now, there is a proven strategy to overcome this doubt and replace it with confidence.
And that strategy, of course, is simply to include proof of what you say in your copy.
But many copywriters don’t use proof well… or they don’t use enough of it… or, even worse, they don’t use proof at all.
Big mistake.
Today we’re going to take some big steps on the road to recovery.
Section 1: The Psychology of Proof focuses on matching proof types to where your customers are in their buying journey. The big takeaway is that emotional and logical proof needs shift based on customer awareness \- what works for cold traffic often fails with warm leads.
Section 2: Building Your Proof Portfolio is about moving beyond basic testimonials to build a complete proof package. The key insight here is using data-driven elements like specific numbers and research findings to support your bigger claims rather than relying only on customer quotes.
Section 3: Strategic Proof Placement teaches you where to position different types of proof in your copy. The critical point is matching specific proof elements to the exact objections they handle \- like putting pricing proof right before the offer reveal.
Section 4: Proof Enhancement Techniques shows how to make existing proof work harder. The standout lesson is adding context and specific details to basic testimonials, turning simple quotes into compelling mini-stories that prospects actually believe.
Download.
Copywriters Podcast 