1.

TEST DATA

2. CHARTS & GRAPHS

Back up your claims with

empirical proof

8. REASONS WHY

Give multiple reasons to

boost believability

Reveal the inner workings of how you

deliver greater value

9. LOGICAL ARGUMENT
Engage the buyers logical brain
to make a watertight case

11. THIRD-PARTY
VERIFICATIONS

What you say about yourself

is not as believable as what
others say about you

13. CERTIFICATIONS
Provide proof youre qualified,
approved or licensed to do
what you do

15. INFOGRAPHICS
& VISUALISATIONS

Demonstrate content depth

with rich graphics

20. CLIENT LIST

Tell them who else

youve worked with

Report on relevant in-house or

external research

Add weight to your arguments

with supporting data

7. UNIQUE MECHANISM

Include stories from customers

about their experience and results

6. RESEARCH FINDINGS

5. SCIENTIFIC STUDIES

Make it easier to evaluate

features and specifications

23. PRODUCT REVIEWS

Specific details drive higher

response rates in advertising

Provide a visual representation of data

4. COMPARISONS

18. TESTIMONIALS

3. SPECIFICITY

27. ASSOCIATION
TO CREDIBILITY

Latch on to something the

prospect already trusts

Leverage trusted review platforms

Reproduce what other media

channels have said about you

26. CREDIBLE PHOTOS

25. VALUABLE CONTENT

Quality imagery boosts customer perception

Useful content provides direct

proof of your expertise

28. QUOTE AN
AUTHORITY

29. AWARDS WON

Invoke an authority figure

to back up your case

Tell the world about your accolades

30. FOUNDER OR
TEAM PHOTO

10. SPECIALISATION

Prospects believe specialists get better

results - and theyre usually right

24. PR AND MEDIA

EXPOSURE

31. CELEBRITY ENDORSEMENTS

Transfer credibility, likeability and respect from
a celebrity to you

Put a human face to the

people behind your company

33. THE
SINATRA TEST

32. GUARANTEES

12. TRUST SEALS

If I can make it there, Ill make

it anywhere. Use one
mega-example to blow
away skepticism

Add substance to your claims

by backing your performance

Provide reassurance that the

customer is protected

14. CONTACT
INFORMATION

Make the prospect qualify

themselves to you

Adds a were a real

business factor

16. BEFORES
AND AFTERS
Use contrast to show
progress over time

19. DEMONSTRATIONS

Dont just tell them - show them!

21. SOCIAL
MEDIA PROOF

Show them how popular you

are on social media channels

35. ADMITTING
A FAULT

34. REVERSE PROOF

17. CASE STUDIES

Detail how others have

succeeded with your solutions

36. METAPHOR
OR ANALOGY
Use word pictures to
illustrate your claims

38. DOG WHISTLE

LANGUAGE

Communicate what others

say, think and do around you

37. DONT EXAGGERATE

Hype kills believability. Be
enthusiastic, but dont overdo it

40. HUMAN STORY

39. TAKEAWAY LANGUAGE

Dimensionalise facts with

engaging stories

Tell them why they cant have it

and theyll want it more

Use the same jargon and code

words your market uses

22. SOCIAL PROOF

Tell them what you cant

do and theyll believe
what you can do

41. ORIGIN STORY

Convey your history,
pedigree and raison d'tre

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42. EMPATHY
Feel what they feel