4. Proof

You’ve communicated the foundational information you want readers to accept in an emotional and brain-friendly manner. Now you’ve got to back it up with supporting proof.

Statistics, studies, graphs, charts, third-party facts, testimonials, a demonstration that the features of your product deliver the benefits you’ve promised—these are all part of the Proof section of your piece. Now’s the time to play it straight and appeal to the reader’s logical mind to support the emotional triggers you pulled with the promise and picture.

Rhetorical arguments and promotional pieces fail when proof is missing, skimpy, or lacking in credibility. While your relationship with the reader hopefully carries trust and authority, asking people to accept your assertions without supporting evidence is an easy way for your writing to fail.

Remember, a great premise has credibility baked in, so the entire time, your premise is still winding its way throughout your copy. It’s the glue that holds everything together, or as copywriter Michael Masterson says, it’s the golden thread that connects initial attention all the way through to action. So, even the proof you offer is premise-driven.

Following proof, it’s during the fifth and final step that action takes place — the push.