Proof Elements Part 3. Direct Response Copywriting Email Archive June 2018 2

June 2018 2

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

More Proof Elements

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

More proof elements in this email.

In this email, I’ll go through …

Infographics Before and Afters Testimonials Demonstrations Client List


When I’m working on copy, part of my job is helping to organize graphs, illustrations, and photos. Another part of the equation is making sure they complement and augment the copy. Infographics can summarize the entire theme of the promotion but should encourage more reading and more time spent with the promotion.

Before and Afters

Self-explanatory and you’ve seen these, I’m certain. I’m guilty as charged here and I should include these more when I’m writing promotions. Should every promotion include before and after proof? Why not?


Three things. First … it’s OK to edit testimonials for grammar and clarity. Second … put a headline on every testimonial and base this headline on a benefit. This headline should be 3 words at most. Third … testimonials are like snow at a ski resort. You can never have enough testimonials, even if people don't read all them.


Can’t do a demonstration in direct mail? Can’t do a demonstration on a sales page? You can certainly organize them on TV because it’s the perfect medium. You could include a thumb drive with mail. You can certainly organize a demonstration on your webpage, via a simple video. Your copy will convert better if you can provide this proof element.

Client List

Big in the B2B space, not so much in the B2C space. I’ve had potential clients tell me they have contacted me specifically because of my client list. Are you listing your clients on your site?


More proof elements to come in the next email.

If you want the full list of proof elements from the ad agency in Australia, click here.

Scott Martin Direct Response Copywriter