1. TEST DATA 3. SPECIFICITY 23. PRODUCT REVIEWS 24.

PR AND MEDIA
Back up your claims with
2. CHARTS & GRAPHS Specific details drive higher Leverage trusted review platforms EXPOSURE
empirical proof Provide a visual representation of data response rates in advertising Reproduce what other media
channels have said about you

4. COMPARISONS 5. SCIENTIFIC STUDIES 6. RESEARCH FINDINGS 25. VALUABLE CONTENT 26. CREDIBLE PHOTOS
Make it easier to evaluate Add weight to your arguments Report on relevant in-house or Useful content provides direct Quality imagery boosts customer perception
features and specifications with supporting data external research proof of your expertise

8. REASONS WHY 27. ASSOCIATION 28. QUOTE AN

7. UNIQUE MECHANISM TO CREDIBILITY AUTHORITY 29. AWARDS WON
Reveal the inner workings of how you Give multiple reasons to
Latch on to something the Invoke an authority figure Tell the world about your accolades
deliver greater value boost believability
prospect already trusts to back up your case

10. SPECIALISATION 30. FOUNDER OR 31. CELEBRITY ENDORSEMENTS

9. LOGICAL ARGUMENT
Engage the buyer’s logical brain
to make a watertight case
TEAM PHOTO
Prospects believe specialists get better Transfer credibility, likeability and respect from
Put a human face to the a celebrity to you
results - and they’re usually right
people behind your company

11. THIRD-PARTY 33. THE

VERIFICATIONS
What you say about yourself
is not as believable as what
others say about you
12. TRUST SEALS 32. GUARANTEES SINATRA TEST
“If I can make it there, I’ll make
Provide reassurance that the Add substance to your claims
it anywhere.” Use one
customer is protected by backing your performance “mega-example” to blow
away skepticism

14. CONTACT 35. ADMITTING

13. CERTIFICATIONS 34. REVERSE PROOF A FAULT
Provide proof you’re qualified, INFORMATION Make the prospect qualify
Tell them what you can’t
approved or licensed to do Adds a “we’re a real themselves to you
do and they’ll believe
what you do business” factor what you can do

15. INFOGRAPHICS 16. “BEFORES 36. METAPHOR 37. DON’T EXAGGERATE

& VISUALISATIONS AND AFTERS” 17. CASE STUDIES OR ANALOGY
Detail how others have Use “word pictures” to Hype kills believability. Be
Demonstrate content depth Use contrast to show enthusiastic, but don’t overdo it
succeeded with your solutions illustrate your claims
with rich graphics progress over time

18. TESTIMONIALS 38. DOG WHISTLE 39. TAKEAWAY LANGUAGE 40. HUMAN STORY
19. DEMONSTRATIONS LANGUAGE Tell them why they can’t have it… Dimensionalise facts with
Include stories from customers Don’t just tell them - show them! Use the same jargon and “code and they’ll want it more engaging stories
about their experience and results
words” your market uses

20. CLIENT LIST 21. SOCIAL

MEDIA PROOF 22. SOCIAL PROOF 41. ORIGIN STORY
Tell them who else
Show them how popular you
Communicate what others Convey your history, 42. EMPATHY
you’ve worked with say, think and do around you pedigree and raison d'être Feel what they feel
are on social media channels

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