Covered In This Video:

The 3 Types of PROOF In COPYWRITING

PROOF TYPE #1: EXPERIENCE
PROOF TYPE #2: EVIDENCE
PROOF TYPE #3: ENDORSEMENT 

PROOF TYPE #1: EXPERIENCE

  • THREE of THREE Stars – Nothing comes close to the influence of first-hand experience. 
  • Demonstration / Illustration – Direct-Response TV Ads & Infommercials.
  • Tasting Victory – Quick Wins, Immediate Value

PROOF TYPE #2: EVIDENCE

  • TWO of THREE Stars – Show it, don’t tell it.
  • Documentary Facts – Documents, Data, Screenshots to back-up your claims.
  • Corollary & Compounding: Because A is probably true, B is probably also true. 
 If B is true, then C is definitely true. 

PROOF TYPE #3: ENDORSEMENT

  • ONE of THREE Stars – “What Are Others Saying About This?” always matters to people.
  • Customer Testimonials – Video > Audio > Print; Frustration > Transformation > Outcome
  • Authority Appeal – Authority Testimonials, Related Experts & Findings, Corporate Credibility