Elements of Proof

[cjp231]

I am putting together a list of all the different types/examples of proof that one can use in copywriting and advertising in general. Below is a list of all the credibility builder, elements of proof, or whatever you wish to call them. Please add to the list or add links to resources you've found on the web.

Examples of ways to add credibility to your product:

Testimonials - From end users of your product

Radio/TV/Magazine endorsement: as seen on HGTV, as seen in Time Mag.

Celebrity Endorsement: Sports Celebrity etc..

Credibility of Product Creator: John Smith Author of New York Times best seller, Winner of the BLANK of the Year etc

Demonstration: Before/After etc

Research Results: yours or just any relevant industry research

Compelling Story: I think of Airborne cold medicine (created by a school teacher to avoid getting sick)

Market Position: More people use, trust.... or the Largest X company, Fastest growing X company

Association to credibility: Made in Germany, Rolex - Made from a solid bar of gold

Endorsement of news or well known publication: Think of a movie review (Dan Smith of the New York Times "Best Comedy of the Year")

I know some of these may mix together. Any other examples of ways to build valuable credibility and proof of your product?

[Alex Cohen]

Originally Posted by cjp231

Below is a list of all the credibility builder, elements of proof, or whatever you wish to call them.

Let's call the emotion/state of mind you're going for - believability.

And all those things you mentioned, let's call them tactics - which trigger believability in the prospect.

Sound good?

Alex

[plmitchell]

Where ever possible use visual proof. For example a video clip is so much more compelling then a written testimonial.

[cjp231]

Two more Believability builders I've seen:

Picture of Product Seller/Creator with someone Famous/Credible: IE Yourself and Jay Abraham next to each other.

Picture of Product Seller/Creator in next to a fancy car: This seems to be very popular in the get rich quick realm.

[Justin Quick]

The Creative Guarantee -- Dominoes Pizza's "Fresh hot pizza in 30 minutes or less, guaranteed or it's free!" Built a big ole' business.

Good luck!

[amo992]

It's actually credibility and likability that is necessary for the source.

What makes a source credible?
a) expertise - how much the source knows
b) trustworthiness - whether a source will honestly tell you what he or she knows

What makes a source likable?
a) similarity - how alike the source is to the audience
b) attractiveness - how good looking the source is to the audience


Source:
Baumeister and Bushman - Social Psyc and Human...



(see what I did there?)

[RickDuris]

1. A strong specific guarantee. The Domino's guarantee qualifies.

2. Specifics. Details. Accuracy. Strike the superlatives (like "Amazing") and generalities.

3. Words that implicitly prove in depth knowledge of the market and/or the product. For instance, if you're selling a bass fishing info-product, are you going to talk about "big bass" or "lunkers"?

Admittedly, these methods of proof are indirect and subtle. They speak to the heart of the market.

- Rick Duris

[cjp231]

Great contributions!


Having a company spokesperson, preferable the company owner, presented to the prospect with a picture or video their full name and job title.

Seeing Rick's picture and the fact that he signs each post with his name builds credibility to me. This is in contrast to hiding behind a corporate name or internet identity.

Also, I've noticed that when copywriters mention their wife's or kids' names it somehow makes me trust them more (they could be making the names up for all I know). I guess when they mention their wife's and kids' names I feel like I now know them as a real person (like me) and not just someone who's trying to sell me something.

[GlobalMedia]

Originally Posted by plmitchell

Where ever possible use visual proof. For example a video clip is so much more compelling then a written testimonial.

Good idea but what if v r not allowed to use any form of videos?

[John_S]

Good idea but what if v r not allowed to use any form of videos?

Still images. Taken with a camera. Showing before and after.

It only seems like you're not allowed to use anything but stock photography on the web.

[jtunkelo]

One more thing to add. You might not think it, but your own personal story is often the most powerful form of proof imaginable. If you do it right, of course. You need all kinds, but in many cases it's best to open with your own story - likability and proof in one stone's throw. Then you're in a good position to add more.

[GlobalMedia]

Originally Posted by John_S

Still images. Taken with a camera. Showing before and after.

It only seems like you're not allowed to use anything but stock photography on the web.

I am not disregarding ur idea. Images and videos may play a vital role for a substantial proof. But here, we are trying to discuss about what kind of "text" will be helpful as a proof for something.