Proof Points: 8 Clever Ways to Influence Customer Behavior
Incorporating proof points into your copy is a tried-and-true way to turn skeptical consumers into confident customers. Consumers are faced with an endless barrage of marketing messages every day, both online and offline. And, unfortunately, many businesses don’t deliver on the promises they make in their marketing campaigns. This means that consumers have had to become increasingly discerning about where they place their faith and funds. Trusting a brand isn’t just important – it’s everything.
This post will:
- Define what a proof point is
- Explain why they are important
- Explore different proof points and how strategic use of them can influence customer behavior
- Showcase some examples of proof points in action
Keep reading to learn all about the power that proof has in building trust and credibility.
What Is a Proof Point?
Proof is any fact or argument that can be used as evidence to prove something is true. Proof point is a term used a lot in marketing that refers to a specific, verifiable piece of information that supports a brand’s claims or promises.
You might be familiar with the concept of show, don’t tell – the idea that you paint a vivid, emotive picture in the mind of the reader, rather than just sharing the facts. Using proof points can be a compelling way to show your audience what your products or services can do for them, rather than simply telling them.
Why Are Proof Points Important?
By using proof points in marketing copy, businesses can connect with their target audiences on a deeper level, alleviating any concerns and establishing credibility. Proof points help do the following:
- Build trust: Providing factual backing to a brand’s claims transforms empty promises into verified statements.
- Reduce decision-making anxiety: Consumers will be reassured by concrete evidence.
- Ensure brands stand out: Marketplaces can be crowded, and proof points demonstrate authentic, niche value.
- Boost conversion rates: Customer skepticism and objections can be addressed and reduced.
The strategic use of proof points in copy can be the difference between a person just thinking about doing something and actually taking the desired action.
8 Types of Proof Points
Different customers require different types of reassurance. Here are eight effective forms of proof points with ways they can address diverse customer concerns:
1. Testimonials and Case Studies
Nothing speaks louder than the voice of a satisfied customer. Testimonials and case studies serve as powerful proof points because they tell real stories of real results.
A well-crafted case study that shows how your product helped a customer increase their revenue by 150% is far more compelling than simply claiming your product boosts revenue.
Monday, a work management tool, combines data and storytelling to create compelling customer stories. In this example, they show how their tool helped Vic Diesta – Creative Operations Lead at Canva – transform her team’s workflow:
2. Data-Driven Proof
Numbers don’t lie! That’s why research and statistical-based proof points carry significant weight.
When you can say something like 93% of customers reported improved productivity within the first month, you’re providing concrete, quantifiable evidence of the value of your offering.
Ahrefs, a company that provides SEO tools, features persuasive facts and figures from independent sources on their home page:
3. Awards and Recognitions
Third-party validation through awards and industry recognition serves as a powerful form of social proof. Being named Best in Class by a respected industry authority or winning innovation awards demonstrates external validation of a brand’s excellence. These accolades show that experts – not just the business – believe in the product or service.
On a product page for one of their cars, Skoda highlights recent reviews and awards:
4. User-Generated Content
User-generated content (UGC) has become one of the most powerful forms of proof in today’s social media-driven world. Including authentic customer photos, videos, and reviews in marketing material carries tremendous weight because the content is created by real people. It provides glimpses into actual customer experiences with the product or service.
Fragrance brand Shay & Blue embed UGC right on their homepage. This creates an authentic, relatable, and visually appealing display of customer satisfaction:
5. Demonstrations and Trials
Allowing customers to experience a product or service firsthand is a very compelling proof point. Writing about free trials, product demonstrations, and sample programs eliminates the abstract by letting customers verify every claim personally.
Headspace offers users a 14-day free trial of their app, allowing potential paying customers to try their meditation and mindfulness tools before they commit:
6. Industry Certifications
Showcasing industry certifications allows you to demonstrate confidence in your product or service and alleviate customer concerns about making the wrong choice. Industry-specific certifications (like ISO standards or organic certifications) provide additional credibility through standardized verification.
Faith In Nature highlights the environmentally friendly credentials of their skin and haircare products alongside their product descriptions:
7. Celebrity or Influencer Endorsements
When chosen correctly, endorsements from respected figures can significantly influence customer behavior. The key is ensuring alignment between the endorser’s reputation and the brand’s values. A thoughtful endorsement from a trusted industry expert often carries more weight than a celebrity endorsement that feels inauthentic. Sportswear brand Lululemon has a team of global ambassadors, ranging from athletes to sports coaches and fitness influencers, who endorse their products:
8. Operational Transparency
Pulling back the curtain on the operations of a business can serve as a powerful proof point. Whether it’s showcasing sustainable manufacturing processes, explaining quality control procedures, or being transparent about pricing, operational transparency builds trust through honesty and openness. To increase transparency around their supply chains, fast-food restaurant McDonald’s has a webpage dedicated to “meeting the suppliers”:
Becoming A Copywriter
The strategic implementation of proof points can dramatically enhance the quality of your copy and influence customer behavior by building trust, reducing purchase anxiety, and demonstrating real value.
If you want to learn more about proof points and copywriting, enroll in our copywriting course, which takes a deep dive into the art of writing persuasive web copy.You can even try some lessons for free!
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