Melanie Deziel's Trust-Building Content Strategy Using The "Prove It" Framework

Jun 9, 2023

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Everybody hates marketers.

Well, not everybody… but if you look at a Gallup survey from 2020, Americans rate advertising practitioners as only slightly more trustworthy than car salespeople!

Ouch, that hurts.

It’s because people believe marketers are willing to bend the truth and manipulate people to buy things they don’t want. Modern buyers are more skeptical of advertisements and marketing messages than ever.

Melanie Deziel, VP of Marketing at The Convoy and Author of Prove it: How Modern Marketers Earn Trust, argues the burden of proof is on marketers:

"If we don't acknowledge the incredible amount of skepticism and doubt that we're up against, then chances are we're not going to be able to overcome it. It's why modern marketers need to act more like lawyers who bring evidence to prove their brand claims."

Today, Melanie shares the 3-part trust-building content strategy. In this Marketing Powerups episode, you’ll learn:

The 5 types of claims that brands make.
The 3 types of evidence provide compelling evidence for those claims.
A brand that’s doing a good job of using evidence to prove their claims.
One career powerup that’s helped Melanie accelerate her career.

⭐️ Free powerups cheatsheet

Subscribe now to instantly unlock a powerup cheatsheet that you can download, fill in, and apply Melanie Deziel's trust-building content strategy using the "Prove It" framework: https://marketingpowerups.com/022

🏆 Sponsored Powerup

I want to thank the sponsor of this episode, 42/Agency.

When you're in scale-up mode and you have KPIs to hit, the pressure is on to deliver demos and signups. And it's a lot to handle: demand gen, email sequences, revenue ops, and more! That’s where 42/Agency, founded by my friend Kamil Rextin, can help you.

They’re a strategic partner that’s helped B2B SaaS companies like ProfitWell, Teamwork, Sprout Social and Hubdoc build a predictable revenue engine.

If you’re looking for performance experts and creatives to solve your marketing problems at a fraction of the cost of in-house, look no further.

Go to https://www.42agency.com/ to talk to a strategist to learn how you can build a high-efficiency revenue engine now.

🎉 About Melanie Deziel

Melanie Deziel is a keynote speaker, award-winning content creator, and lifelong storyteller on a mission to share the power of compelling and credible content with others. She is the author of the bestselling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas, and co-founder of The Convoy, a B2B marketplace that pools the buying power of independently owned businesses to help negotiate discounts on expenses.

🕰️ Timestamps and transcript

[00:00:00] Using Courtroom Analogy to Earn Trust in Marketing
[00:01:49] Marketing Relationships Should Be Earned: Melanie Deziel on Marketing Powerups
[00:06:01] The 5 Types of Claims Brands Need to Prove
[00:09:14] My Number One Recommended Demand Gen Agency
[00:11:38] The Importance of Evidence and Proof in Content Marketing
[00:15:35] Using the Prove It Framework to Strengthen Your Marketing Strategy
[00:20:05] Career Acceleration with Curiosity and Learning
[00:22:11] Melanie Deziel on Proving Marketing Claims and Building Trust
[00:29:46] Overcoming Growth Plateaus With Marketing Powerups

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