Proof and Persuasion
7. Stack Your Proof Strategically
Claims without evidence are just noise. But proof isn’t just about showing testimonials—it’s about the order you present them.
Start with the type of proof your awareness level needs most. Problem-aware audiences need proof the problem is real. Product-aware audiences need proof your solution outperforms alternatives.
Use three types of proof:
- External validation (testimonials, case studies, media mentions)
- Logical demonstration (how it works, why it works)
- Risk reversal (guarantees, trials, money-back promises)
Layer them throughout your copy like seasoning, not dumped in one section.
8. Agitate Before You Solve
This feels counterintuitive, but it’s essential. Before you present your solution, make the problem hurt a little more.
Not in a manipulative way. In an honest way.
Help them see the full cost of inaction. What happens if they don’t solve this? Six months from now, where will they be? That’s the pain point that drives action.
Then—and only then—do you introduce the solution as the natural, inevitable answer.
The Technical Stuff That Actually Matters
9. Create One Clear Next Step
Multiple options create paralysis. You want action? Give one path forward.
Not “Buy now, or download our guide, or schedule a call, or watch this video, or join our community.”
Just: “Click here to start your free trial.”
The best campaigns have a singular focus. Everything points to one action.
10. Design for Scanning, Not Reading
Most people scan before they read. If your message doesn’t work at scanning speed, you’ve lost them.
Use short paragraphs—two to three sentences maximum. Break up text with subheadings every 150-200 words. Bold the important parts. Make it physically easy to consume.
This isn’t about dumbing it down. It’s about respecting that attention is the most valuable currency in marketing.
11. Test the “So What?” Factor
Read your copy out loud. After every claim, ask “So what?”
“Our software integrates with 50 platforms.” So what?
“So you don’t waste 3 hours a day switching between tools.” Better.
Keep asking “so what?” until you hit the emotional benefit. That’s where the real selling happens.