What's Your Proof

What's Your Proof

Great communication is vital to business, but communication with no proof is meaningless. Learn the 3 types of proof and how to use them in your marketing, design, and general communications.


Jeff Archibald

March 12, 2015


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    top 100 agencies 2014: over 400k unique site visitors 82%

    average growth / year 12 posts w/total of 32,000+ shares
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    Why did I tell you all that? To build trust.

    Without the background I provided, I’m just another guy claiming ro know something.
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    Exercise Pretend a friend you wanted to impress a little

    bit asked you what your company does. Think about how you’d say that, and write it down. I might say, “We’re a design agency that specializes in beautiful, custom website design as well as brand identity design.”
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    Examples “We create beautiful websites that grow your business” “We

    help businesses succeed online” “Canada’s leading digital post-secondary institution”
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    Exercise: Reprise Go back to the statement you wrote down

    earlier. Knowing what you know now about proving your claims, write down 3 ways to prove your statement. Remember: Experiential Proof (using previous experiences & examples) Numerical Proof (using hard data/numbers to back up your statement) Third-Party Proof (other people / organizations echoing your claims)
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    “We’re a design agency that specializes in beautiful, custom website

    design as well as brand identity design.” Experiential Proof View our Portfolio / Immediately Show Work Numerical Proof Creekside: +36% users; +17% Duration Third-Party Proof ACE Awards; GDC Finalists; Strategy Magazine Top 100
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    1. What’s your key message? What do you do and

    why are you better than the alternatives?
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    2. What do you need to prove it? Talk is

    cheap. How can you back up what you’re claiming so you stand out in the crowd?
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    3. Start gathering proof. Track and collect data; get testimonials

    and reviews; write case studies, etc – the pieces that make up experiential, numerical, and third-party proof.
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    4. Find recognition opportunities Look for opportunities to gain industry

    or media recognition, and act on the valuable ones that will help prove your key message.
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    Saying your business or product is the best X is

    an empty statement in and of itself; every business on earth says that. The real question is: how can you prove that statement?
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