Proof
- Remember Why You Need Proof – Proof is less about you convincing the reader, and more about the reader convincing themselves, which is way more effective. Proof enhances the trust the reader has in what you say.
- Be Specific – Use as many details and as much specificity in your proof as possible.
- Front-Load Your Proof – Put your most compelling proof towards the top of your copy.
- Be Honest – It should go without saying that your proof must always be truthful and real. NEVER make it up!
- Keep It Legal – The U.S. Federal Trade Commission provides a set of guidelines that you must follow when using testimonials, endorsements, and other forms of proof. Either run your proof by an attorney, or research the guidelines yourself with the following searches.
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