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Prove It: Exactly How Modern Marketers Earn Trust
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.
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.
- GenresBusiness
152 pages, Paperback
Published October 11, 2022
19 people are currently reading
82 people want to read
About the author
Melanie Deziel
3 books23 followersKeynote Speaker.
Founder of StoryFuel.
Brand Storyteller Educator.
Award-Winning Content Creator.
. . .
Melanie Deziel is a keynote speaker, author, award-winning branded content creator, and lifelong storyteller, on a mission to share the power of compelling and credible content with others. Melanie is the author of "The Content Fuel Framework: How to Generate Unlimited Story Ideas", and the founder of StoryFuel, which teaches marketers, publishers, creators and companies of all sizes how to tell better brand stories.
As the first editor of branded content at The New York Times's T Brand Studio, Melanie wrote the sponsored content pieces that won the 2014 and 2015 Best Native Advertising Execution OMMA Awards, including the acclaimed "Women Inmates" piece for Netflix. She was a founding member of HuffPost Partner Studio, the digital publisher's brand storytelling team. She also served as the Director of Creative Strategy at Time Inc., building branded content strategy across 35+ US media properties, including Time, Fortune, People, Sports Illustrated, Entertainment Weekly and more.
Melanie has spoken at conferences and events around the world, teaching tens of thousands how to think like journalists and tell better stories. Her international keynotes have been live-translated into five languages and she's graced the stage of industry leading events including Content Marketing World, Native Ad Days, SXSW, Social Media Marketing World, Inbound, and more. She's done corporate workshops and trainings for companies of all types, from media companies and regional retailers to national insurance companies and tech giants.
Melanie studied journalism at the University of Connecticut, and earned her M.A. in Arts Journalism from Syracuse University. She serves on the board of the Native Advertising Institute and is a member of the NYC Chapter of the National Speakers Association. She lives in New Jersey with her husband.
Social media, email, mailing address and more: https://www.storyfuel.co/contact
Founder of StoryFuel.
Brand Storyteller Educator.
Award-Winning Content Creator.
. . .
Melanie Deziel is a keynote speaker, author, award-winning branded content creator, and lifelong storyteller, on a mission to share the power of compelling and credible content with others. Melanie is the author of "The Content Fuel Framework: How to Generate Unlimited Story Ideas", and the founder of StoryFuel, which teaches marketers, publishers, creators and companies of all sizes how to tell better brand stories.
As the first editor of branded content at The New York Times's T Brand Studio, Melanie wrote the sponsored content pieces that won the 2014 and 2015 Best Native Advertising Execution OMMA Awards, including the acclaimed "Women Inmates" piece for Netflix. She was a founding member of HuffPost Partner Studio, the digital publisher's brand storytelling team. She also served as the Director of Creative Strategy at Time Inc., building branded content strategy across 35+ US media properties, including Time, Fortune, People, Sports Illustrated, Entertainment Weekly and more.
Melanie has spoken at conferences and events around the world, teaching tens of thousands how to think like journalists and tell better stories. Her international keynotes have been live-translated into five languages and she's graced the stage of industry leading events including Content Marketing World, Native Ad Days, SXSW, Social Media Marketing World, Inbound, and more. She's done corporate workshops and trainings for companies of all types, from media companies and regional retailers to national insurance companies and tech giants.
Melanie studied journalism at the University of Connecticut, and earned her M.A. in Arts Journalism from Syracuse University. She serves on the board of the Native Advertising Institute and is a member of the NYC Chapter of the National Speakers Association. She lives in New Jersey with her husband.
Social media, email, mailing address and more: https://www.storyfuel.co/contact
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Displaying 1 - 6 of 6 reviews
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April 16, 2024absolutely did not read this book but logging it as reparations for being forced to take branded content
January 5, 2023
Learn to win people's trust and heart to make the company valuable.
Everyone needs proof from the company that whatever product we are buying is absolutely good for us. Building trust is an important factor in running a company in the long run.
This is a well researched book on how you can build trust with your customers and prove to them that you are offering the best services or products. The book is written by two market experts, so I strongly recommend you to read it. You can't make a brand successful without proving to your audience that they are buying something special.
In the case of Apple, we trust the company that they are providing us with the best quality cameras and features that make us stand out in society. Nowadays people do not just buy products but buy products with emotion and status. If you are running a small business, company or if you are a marketing manager then this book is for you, it will guide you from start to finish.
🍁𝗔𝘂𝘁𝗵𝗼𝗿'𝘀 𝗠𝗲𝘀𝘀𝗮𝗴𝗲🍁
All of us now live in a world full of noise, full of promises-and the only way to stand out from that clutter is to focus your effort and energy on collecting and presenting assets that deliver the proof we are what we say we are.The problem for most marketers today is not a lack of ideas or opportunities, but instead a lack of resources and focus.
🍁𝗠𝘆 𝗩𝗶𝗲𝘄🍁
The authors have simplified the most complex process of making a company successful and made it extremely easy to read and understand.why this book matters today more than ever, is that the need for businesses to create content that attracts, converts, retains, and educates their audiences will be here for the foreseeable future.
Everyone needs proof from the company that whatever product we are buying is absolutely good for us. Building trust is an important factor in running a company in the long run.
This is a well researched book on how you can build trust with your customers and prove to them that you are offering the best services or products. The book is written by two market experts, so I strongly recommend you to read it. You can't make a brand successful without proving to your audience that they are buying something special.
In the case of Apple, we trust the company that they are providing us with the best quality cameras and features that make us stand out in society. Nowadays people do not just buy products but buy products with emotion and status. If you are running a small business, company or if you are a marketing manager then this book is for you, it will guide you from start to finish.
🍁𝗔𝘂𝘁𝗵𝗼𝗿'𝘀 𝗠𝗲𝘀𝘀𝗮𝗴𝗲🍁
All of us now live in a world full of noise, full of promises-and the only way to stand out from that clutter is to focus your effort and energy on collecting and presenting assets that deliver the proof we are what we say we are.The problem for most marketers today is not a lack of ideas or opportunities, but instead a lack of resources and focus.
🍁𝗠𝘆 𝗩𝗶𝗲𝘄🍁
The authors have simplified the most complex process of making a company successful and made it extremely easy to read and understand.why this book matters today more than ever, is that the need for businesses to create content that attracts, converts, retains, and educates their audiences will be here for the foreseeable future.
October 25, 2022
Chock-full of useful guidance for creating high-value trustworthy content
Melanie and Phil break down the real opportunity many marketers miss: creating truly aligned content that demonstrates that you understand what the customer or client values and how you address it. Content can be clever and still miss this mark. Content can be engaging and still miss this mark. Don’t miss this mark.
In addition, this book is a quick and easy read yet is packed with actionable guidance and tips — as if you attended a fantastic seminar and took pages and pages of notes, but with very clear directions about what to do first and how to make it work. You don’t get a much better business book than that.
Melanie and Phil break down the real opportunity many marketers miss: creating truly aligned content that demonstrates that you understand what the customer or client values and how you address it. Content can be clever and still miss this mark. Content can be engaging and still miss this mark. Don’t miss this mark.
In addition, this book is a quick and easy read yet is packed with actionable guidance and tips — as if you attended a fantastic seminar and took pages and pages of notes, but with very clear directions about what to do first and how to make it work. You don’t get a much better business book than that.
November 3, 2022
As it relates to marketing and sales messaging today, PROVE IT serves up the perfect blend of research and sales execution to connect your message to your targets. The Deziel & Jones pairing is like having Watson & Holmes as it relates to obtaining the clues you need to market effectively today. Grab a copy and keep it handy as your 'go to' reference when you need to create powerful messaging.
January 16, 2023
Great read on how to identify the claims you make to your customers and show you’re not just paying lip service to them in your marketing. All businesses are in the business of trust and this book gets truly granular about how to build that trust through a variety of content. Love it!
March 31, 2025
A few notes on the back of a business card would have sufficed
Displaying 1 - 6 of 6 reviews