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  • Writer's pictureNola Charkos

5 Ways to prove you’re good

Evidence isn’t just for the courtroom. It’s a critical part of any convincing argument, and a must-have for your sales copy.

What are good forms of marketing evidence?
How do you put evidence into your copy?

You don’t need to be Erin Brockovich or Harvey Specter, but you do need to be credible. Put simply, you need proof to back up your claims. Leave it out and you’ll fall short of making a sale.


So how can you create proof, and use it to tell your story?


The good news is that proof is easy to find and use. Here are five simple ways you can do just that.


1. Testimonials

If you’re good at what you do, this will be an easy win.


Testimonials help people to try before they buy. When they read that others had a great experience, it minimises their perceived risk of something going wrong, and often pushes a potential sale over the line.


If you haven’t got any, it’s time to start asking for them. Make it easy by sending clients a link to your LinkedIn or google my business page so they can leave some kind words.


Plus, 5-star google reviews can increase your chances of ranking in locality-based searches. Win-win!


2. Facts and Figures

Balance out those glowing testimonials with some good old-fashioned numbers. And make them impressive ones.


There really are unlimited ways you can use numbers convincingly in your copy. Here are a few examples:


- We’ve helped over 6,000 people to buy their own property.

- Collectively, our financial advisers have more than 85 years of experience.

- Last year we helped our clients increase their tax returns by an average of 25%.

- Did you know that you’re wasting seven hours a week by writing your own copy?


I make no apologies for including that last one.


3. Awards

Being a nominee, finalist, or winner of an award is a great way to build trust, increase visibility, and boost your reputation.


You don’t have to wait for the awards fairies to notice you. Go out and find them. Chances are there’s an award somewhere that you can enter. It could be a local business award, or a specific award in your professional field or industry.


The submissions are usually not extensive, but they will require evidence in the form of measurable results, as well as stories or case studies. A well-written, evidence-based submission makes all the difference in the judging process.


Don’t have time to write your submission? Lots of businesses engage professional award writers (like me) to do it for them, giving them a better chance of standing out.


4. Qualifications, Accreditations and Licences

This is self-explanatory. If you’re qualified to do something, say so. Proudly.


5. Case Studies and Portfolios

These are the perfect way to show what you’re capable of. If you’ve got something visual to show like a design or a construction project, your images can do most of the talking.


If you’re writing a case study, make sure it highlights the key problems, steps to the solution, and the outcome you achieved.


Putting your evidence to work


When incorporating evidence into your copy, it should flow with and support the story that you’re telling. Think about how the reader experiences it; what they want to know, when they need to know it, and how much detail they need.


Having lots of evidence isn’t a bad problem to have. But rather than saturating your copy with facts, figures, and accolades, keep it balanced.


For example, instead of a separate Testimonials page on your website, include a small amount on every page, selecting ones that back up the content. If they're lengthy, shorten them by pulling out and using the sentences that add the most punch. And make sure you fix up any grammatical errors while you’re at it!


As with all copy, your evidence should form part of your overall strategy. Executed correctly, it can be a deciding factor in the success of your story.


Need a hand with it?



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