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Craft trust-building content using the "Prove It" framework
Marketing Powerup #34: Melanie Deziel, Author of Prove It, shares her trust-building content strategy using the "Prove It" framework.
Hello, and welcome to Marketing Powerups! ⭐️
Today's powerups include:
6 AI tools to speed up podcast production.
15 marketing resources to level up from zero to hero.
Melanie Deziel’s “Prove It” content framework.
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✨ The “Prove It” Framework
Everybody hates marketers.
Well, not everybody… but if you look at a Gallup survey from 2020, Americans rate advertising practitioners as only slightly more trustworthy than car salespeople!
Ouch, that hurts.
It’s because people believe marketers are willing to bend the truth and manipulate people to buy things they don’t want. Modern buyers are more skeptical of advertisements and marketing messages than ever.
Melanie Deziel, VP of Marketing at The Convoy and Author of Prove it: How Modern Marketers Earn Trust, argues the burden of proof is on marketers:
"If we don't acknowledge the incredible amount of skepticism and doubt that we're up against, then chances are we're not going to be able to overcome it. It's why modern marketers need to act more like lawyers who bring evidence to prove their brand claims."
Today, Melanie shares the 3-part trust-building content strategy.
1. Proving by corroborating. 🤝
Corroborating evidence involves using the credibility and perspective of experts and “witnesses” (i.e., happy customers, clients, employers, etc.) to prove your business claims.
Corroboration is so effective because it's not just a brand saying, "Trust us on this!" You can back that up with quotes and interviews with experts, customers, and employees.
2. Proving by demonstrating. 👀
Demonstrating marketing claims means helping people see the value of your product for themselves through free trials, success stories, and visual documentation.
Melanie Deziel explains that "demonstration is the you-don't-have-to-take-our-word-for-it type of evidence. It's a way for you to bring evidence that the audience can see and make their own judgment."
3. Proving by educating. 🎓
Educational content is evidence that helps audiences understand why a claim is true. This can be done through in-depth articles, videos, or coaching sessions.
"Educational content is that reminder that sometimes before we can get to the corroboration and the demonstration, we need to preface that with some educational content to kind of get them up to speed."
Free powerups cheatsheet
In the latest Marketing Powerups episode, Melanie goes into more depth into each part of the “Prove It” framework, including real-world examples.
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to download, fill in, and apply Melanie’s “Prove It” framework.
You can download and make a copy of it here (a direct link with no email required).
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