Proof
Proof — Miles Mortensen (ISOM)
All evidence that the client and their offers are real and effective: reviews, testimonials, case studies, video proof, quantitative results, press mentions, credentials. The trust-building inventory.
Purpose
Without a central proof inventory, the best testimonials get used once in one email then forgotten. With one, the team always knows which testimonial fits the current campaign and which proof points haven't been used recently. Also surfaces gaps (where we need more proof of a specific outcome).
How to populate
Sources to mine:
- DM screenshots and message threads
- Sales call quotes (real-time mid-call testimonials are gold)
- Customer interviews
- Platform reviews (Google, Trustpilot, App Store, third-party platforms)
- Email replies and unsolicited praise
- Quantitative dashboards (revenue, retention, audience size, milestones)
- Credentials, qualifications, awards, press
What good looks like: each proof point has a source link or screenshot, the named claim it supports, and a note on where it's been used. Quantitative results have a date stamp.
Update: rolling. Anyone on the account drops new proof here as it arrives. Quarterly cleanup — archive proof that's gone stale (e.g. follower counts that are now lower).
Written Testimonials
| # | Source | Claim it supports | Where used | Date |
|---|---|---|---|---|
| 1 | [TO POPULATE] |
[Use this for short quotes and reviews. Drop the verbatim quote in a sub-block below each row if needed.]
Video Testimonials
| # | Source / Link | Claim it supports | Length | Where used | Date |
|---|---|---|---|---|---|
| 1 | [TO POPULATE] |
Case Studies
Longer-form transformation stories with structure: starting state → intervention → outcome.
Case Study 01 — [CUSTOMER NAME]
| Field | Detail |
|---|---|
| Customer name | [TO POPULATE] |
| Starting state | [TO POPULATE] |
| Intervention | [TO POPULATE] |
| Outcome (specific, dated) | [TO POPULATE] |
| Quote | [TO POPULATE] |
| Asset link (video / written / images) | [TO POPULATE] |
| Permission to use publicly | Yes / No |
Quantitative Results
Numbers that demonstrate the client's track record.
| Metric | Value | Date Captured | Source |
|---|---|---|---|
[TO POPULATE] |
Credentials, Qualifications, Awards
| # | Credential | Issuer | Date | Verifiable URL |
|---|---|---|---|---|
| 1 | [TO POPULATE] |
Press / Mentions
| # | Outlet | Title / Topic | Date | Link |
|---|---|---|---|---|
| 1 | [TO POPULATE] |
Proof Gaps
Where we want proof but don't yet have it.
[TO POPULATE]
Related
- Dossier Index
- Stories — customer stories often double as proof
- Avatars — Section 6 emotional triggers (proof closes trust gaps)
- Craft Offer — proof feeds the Perceived Likelihood lever in the value equation