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Prove It: 5 Marketing Claims that Build Customer Confidence

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If you want high-quality leads that are easier to convert, your marketing and messaging must be superior.

Today, every brand shouts, "Trust us, we're great!" But can that boast really be true? Prospects are skeptical, and they're looking for proof from your business.

Successful marketing is about earning trust, and that starts with your claims.

The 5 Claim Types

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A business claim is any communication that makes a promise or guarantee or builds expectations in your prospects or clients.

Trust grows when businesses follow through on their commitments. So, persuasive messaging begins by using convincing, accurate claims. Which of the following brand promises can your business confidently make?


When you claim to be convenient, you share how easy it is to work with you, including benefits like proximity, simplicity, and speed. Research shows that convenience is now a top priority for over 75% of consumers.


Comparability claims declare that you stack up well next to your competition with assets like quality, value, or effectiveness. Decisions can be difficult, so make it easy for your customers to see why they should choose you over the competition.


Commitment claims reassure your customers that you are trustworthy and demonstrate values like transparency, fairness, integrity, and a customer-first focus. They may also include promises to protect people, data, property, or the environment.


Connectional claims relate to your brand's loyalty, customer care, or role in the industry or community.

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When you personalize offerings, go the extra mile, or uniquely connect with customers, you demonstrate that you view each customer as more than a number in a database.


Competency claims state that you can deliver what is promised regarding qualifications, reliability, or consistency.

Promise it. Prove it. Platform it.

Does your company accurately convey and celebrate the things it does best?

Review every touchpoint where your business communicates with prospects and customers to maximize these strengths. What does each page of your website reveal about who you are or what makes you different? How do your flyers, mailers, or sell sheets pump up your product's superior value or your brand's unbeatable convenience? Do you plug these assets across every print medium?

Finally, remember to provide proof and promote the results. Fine-tuning your competitive claims will increase sales, referrals, and customer loyalty. Collect stats on the percentage of satisfied customers, the extended durability of your products, or the average money or time people save. Add faces to the stats and provide testimonial evidence that your claims are trustworthy. 

Prove It: Exactly How Modern Marketers Earn Trust

by Melanie Deziel

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. 

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.