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On this episode, we’ll be discussing the topic of claims and proof. Any good sales letter or presentation needs a strong promise backed by solid proof. Sadly, many people neglect backing up their claims when it comes to writing copy or making a sales argument.
On this episode we’ll cover the different ways of proving a claim from Michael Masterson’s book The Architecture of Persuasion, a book we recommend having on your desk to review from time to time.
Some ways to prove a claim include:
- Using scientific studies
- Logical arguments
- Quoting experts or authorities
- Stating compelling facts
- Providing testimonials
- Using analogies or comparisons
We’ll be discussing each of these while enjoying a glass of Suntory Toki, A vivid blend of carefully selected whiskies from the House of Suntory’s globally acclaimed distilleries.
Also, Sean shares his experience with a really cool company called Road ID. These guys provide an amazing customer service experience.
