Overview

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. You'll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show-not tell!-the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values. And you'll discover the right format and platform to deliver each type of evidence to make sure your ""jury of consumers"" connects with your case. 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.

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9781774588710

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Author Information

Melanie Deziel is a recognized as one of the world's leading experts in content marketing, and is author of the best-selling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas. Phil M. Jones is a master of influence and persuasion. He is the author of the best-selling ""Exactly"" book series-with over 1 million copies sold-and producer of the ""Most Listened To"" non-fiction audiobook of all time. Phil has been an entrepreneur since the age of 14, and is now a trusted advisor for some of the world's biggest brands.

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