I spent less time learning the copywriting fundamentals last week.
Still, I finished learning and taking notes about “Proof” from Clayton Makepeace’s book, Quick-Start Copywriting System.
Here are my takeaways/checklist highlights:
2. Always Be Specific!
Can you be more specific?
Scan your benefits and make sure every claim, reference and statement you make is as specific as possible.
3. Support Your Copy with a Logical Foundation!
Do you see a Logical Foundation beginning to emerge?
(Much more on this in Chapter 8) Although you shouldn’t expect to have a fully polished argument in place yet…
Start thinking about the step-by-step argument you’ll be making for your product.
4. Follow Claims With Examples and Documentation!
Have you followed your claims with examples and documentation? Remember each questionable claim or promise you make should be substantiated by a fact, figure, example, or other credibility element.
5. Back Everything Up With a World-Class Guarantee!
Have you begun to think about your Guarantee? Start discussing the guarantee with your client – if you’re writing for your own product, begin thinking about the kind of guarantee you’ll be offering.
6. Use Compelling Testimonials!
Have you gathered your most compelling testimonials? Talk with your client and have him give you a complete document with every testimonial that’s ever been submitted for the product. If you don’t have any – then you might need to poll customers and get them to tell you about their experience with the product.
7. The Mechanism of Action!
What’s your mechanism of action? Do you have a unique way, method, or system in which your product is able to deliver the benefits promised?
8. Paint a Vivid, Compelling Picture
Are you able to paint a Vivid, Compelling Picture? This is the highly detailed, vivid pictures that gives your prospect conviction that you’ve actually “been there.”
9. Demonstrate the Product!
Is there a way to demonstrate the Product in action? Can you use video or pictures to show how the product looks and works when it delivers the desired result?
10. Be Somebody!
Have you made sure the spokesperson standing behind the product is SOMEBODY IMPORTANT? In other words, you must uncover why the person standing behind the product is highly qualified to be selling this product.
11. Show Some Personality!
Can you show some personality? Look for ways to prove that there’s a real, living person talking to the prospect about the product – not just a bunch of words on the page.
12. Brag About Your Track Record!
Is there a way to assemble/present a power - ful track record? While it sometimes takes a lot of work – when you can show that your company, the product or the editor has a consistent record of success – it’s incredibly powerful. See if you can put together a track record that supports one or more of your central claims.
13. Walk Them Through a Case History!
Can you walk your prospect through some case histories? These extended testimonials tell a story of a satisfied customer who changed his life with your product. If necessary, turn your best testimonials into case histories so that you can use them later in your copy.
14. Connect Your Product to Clinical Studies!
If you’re selling a health or nutritional product, have you connected it to Clinical Studies? You want all the studies you can find – studies conducted by notable institutions that prove the nutrients in your product deliver a specific benefit(s).
15. Harness the Power of Publication!
Is there any way for you to harness the power of publication? Whenever major publications have mentioned your editor, your product, the nutrients in your product, etc … be sure to include this in your running draft!
16. Demonstrate Your Benefit with Process/Graphic Sidebars!
Can you demonstrate your benefit with Process/Graphic Sidebars? These visual, scientific looking images visually show how your product works in a very compelling way.
17. Feature Media Appearances!
Are there any media appearances you can feature? If your editor, owner (or product) has been mentioned, interviewed or featured on a notable television show or channel – be sure to take note of this and insert this information into your draft.
18. Seek Out Celebrity Endorsements!
Can you seek out celebrity endorsements? If there’s any way to entice a celebrity into endorsing your product, why not give it a try!
So these are the 18 proof elements you can use to make your prospects believe your claims.