Prove It: Exactly How Modern Marketers Earn Trust

by Melanie Deziel, Phil M Jones (Editor)

Overview

Your brand is on trial—here’s how to win your case.

You know your company is amazing. You say your company is amazing. But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers all claiming to be the best, the fastest, the most caring, your brand is literally on trial—and that means you better deliver the proof.

In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers. Using real-world examples from trusted brands across dozens of industries, they’ll walk you step-by-step through the process of identifying and categorizing your business promises—even the ones you don’t realize you’re making—gathering the right evidence, and backing up each style of claim. You’ll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show—not tell!—the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values. And you’ll discover the right format and platform to deliver each type of evidence to make sure your “jury of consumers” connects with your case.

It’s time to stand out from all the brands that shout “trust us, we’re great!” at a skeptical audience. Your customers are waiting for you to prove it. So pick up this book and find out how.

Product Details

ISBN-13:	9781774582015
Publisher:	Page Two Books, Inc.
Publication date:	10/11/2022
Pages:	152
Product dimensions:	5.20(w) x 7.90(h) x 0.40(d)

About the Author

Melanie Deziel is a recognized as one of the world's leading experts in content marketing, and is author of the best-selling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas.

Phil M. Jones is a serial entrepreneur, business growth expert and the best-selling author of Exactly What To Say, Exactly How To Sell, and Exactly Where To Start. He had his first business at just 14 years of age and is the youngest recipient of the “British Excellence in Sales and Marketing” award.

To date, over two million people, across 57 different countries have benefitted from his lessons, and as a result, they now know exactly what to say, when to say it AND… EXACTLY how to make more of their conversations count …

Table of Contents

Introduction Phil M Jones 1

Part I Where's the Proof?

1 The Case for Evidence 5

2 How Trust Works 15

3 The Five Claim Types 19

4 Building a Body of Evidence 29

Part II How to Prove It

5 Proving Convenience 45

6 Proving Comparability 61

7 Proving Commitment 75

8 Proving Connection 91

9 Proving Competence 107

Conclusion: Are You Ready to Prove It? 119

Acknowledgments 123

Notes 125

Editorial Reviews

“Marketers spend so much time marketing when they should be earning trust. Prove It shows you exactly how to do that. No fluff. No wasted space.” —Ramon Ray, founder, SmartHustle.com

“Praise be to every deity ever named, we finally have a book that recognizes what content marketing is actually for: trust. Everything else flows from that. Which means everything else flows from this book.” —Jay Acunzo, author, Break the Wheel; former marketer, Google, HubSpot, and ESPN

“Melanie Deziel is someone I’ve watched and respected for years, and this book is just further evidence of her complete mastery over the content marketing space. I’d consider this a must-read for anyone looking to earn the trust of their audience.” —Kaleigh Moore, freelance writer and consultant

“Prove It is something amazing: a brief but comprehensive instruction manual for truth in marketing. If you hate bull- shit, you’d better read this…and put it into practice.” —Josh Bernoff, bestselling author, Writing Without Bullshit

“Modern marketing has been elevated to a new level . . . know, like, trust, and proof. The title of this book says it all— and the content of this book teaches it all. A classic.” —Mike Michalowicz, author, Get Different and Profit First

“If you want higher quality leads that are easier to convert, your marketing and messaging must be excellent. In Prove It, Melanie Deziel and Phil M Jones provide an easy-to-follow framework that increases the quality of your leads by positioning your company as the most transparent and trustworthy option.” —Chris Smith, author, The Conversion Code

“If you want to rise above the noise, give your customers something they don’t hear often—proof ! More referrals, more testimonials, and more customer loyalty are waiting for you. A quick read with a big impact.” —Todd Herman, author, The Alter Ego Effect; creator, 90 Day Year

“This book provides a mighty one-two punch with Melanie Deziel introducing important concepts for today’s business environment and Phil M Jones offering actionable strategies we can implement right away! Prove It is an essential read to understand today’s well-informed—and rightfully skeptical—consumers and stakeholders.” —Jeffrey Shaw, author, The Self-Employed Life

“Finally, a book without the content fluff. The specifics in Prove It will help anyone with any means become a leading expert in their field.” —Joe Pulizzi, founder, The Tilt and CEX

““It wasn’t too long ago that prospects automatically trusted you unless given a reason not to. But today, they visit your website or walk into any potential transaction with their guard firmly up. Prove It shares a simple solution to many of today’s marketing and sales challenges. It may just be the most practical and timeless marketing book ever written.” —Oli Luke, co-founder, Orange & Gray and The Business of Hearing

“Prove It could have been called Do This Now to Instantly Improve Your Sales. The frameworks outlined in this book transcend the social media fads of the day and provide marketers with the essential skills to create sales campaigns that work. The best part Prove It? It’s easy to implement. After reading this book, you can immediately apply the lessons you’ve learned to drive better results for your business. This is the marketing book you don’t want your competition to read.” —Jimmy Mackin, CEO, Curaytor

“Finally, a book that demonstrates that successful marketing is all about earning trust!” —David Horsager, CEO, Trust Edge Leadership Institute

“Businesses that differentiate on trust and truth create competitive advantage. This book is, quite literally, the proof of how brands become a trusted source of interesting things, and what separates those brands from the pack.” —Robert Rose, founder, The Content Advisory

From the Publisher