Hey, Mark Masters here.

Two copywriters. Same product. Same audience. Same price point.

Copywriter A writes: "Our software saves you time."

Copywriter B writes: "Our software saved Meridian Corp 14.3 hours per week within 60 days. Their ops manager called it 'the best $297 we've ever spent.'"

Same claim. One gets ignored. One gets believed.

The difference isn't talent. It's proof density.

Here's what I've learned after decades in the trenches: Your prospect wants to believe you. They're looking for permission to buy. But their brain is running a constant filter: "Prove it. Prove it. Prove it."

Every claim without proof is a leak in your conversion bucket.

Most copywriters know they need testimonials. That's amateur hour. Professionals deploy six distinct proof types, strategically layered throughout their copy.

Today I'm giving you the arsenal.

The Six Proof Types

Every piece of proof falls into one of six categories. Each hits a different part of the buyer's brain. Stack them, and skepticism collapses.

1. Social Proof

Other people did this and got results. Testimonials, case studies, user counts, reviews.

Example: "Over 14,000 copywriters have used this system" or a direct client quote with name and result.

2. Credentials Proof

Authority markers that establish expertise. Education, experience, publications, media mentions, client logos.

Example: "After writing for Apple, Nike, and Salesforce..." or "Featured in Forbes, Entrepreneur, and Inc."

3. Demonstration Proof

Show, don't tell. Screenshots, video walkthroughs, before/after comparisons, live examples.

Example: A screenshot of actual results, a video of the product in action, side-by-side before/after.

4. Logical Proof

Reasoning that makes the claim inevitable. If-then arguments, analogies, mechanisms explained.

Example: "Because the system automates your follow-up sequence, you're no longer limited by your own memory. Leads that would have slipped through now convert automatically."

5. Specificity Proof

Concrete details that signal insider knowledge. Specific numbers, exact processes, precise timeframes.

Example: "2.3 pounds in 28 days" hits harder than "lose weight fast." Specificity implies measurement, which implies truth.

6. Implied Proof

Proof embedded in how you communicate. Confidence, detail depth, casual mentions of results.

Example: "When we rolled this out to our beta group last March..." implies a real history without explicitly claiming it.

Most copy relies entirely on Type 1 (testimonials) and ignores the other five. That's leaving conversions on the table.

The System: Project + Skill Setup

Here's how to build your Proof Arsenal in Claude.

Step 1: Create the Project

In Claude, create a new Project called "Proof Arsenal."

Step 2: Add Your Knowledge Files

You need three files. The first one is proof-inventory.md.

Inside this file, you have: 

# Proof Inventory

Organize all available proof by type. Update this file continuously.

## Social Proof
- [Client name] — [Result] — [Quote if available]
- [User count, review stats, etc.]

## Credentials Proof
- [Your background, publications, media mentions]
- [Client logos you can reference]
- [Awards, certifications, years of experience]

## Demonstration Proof
- [Screenshots available — describe each]
- [Videos available — describe each]
- [Before/after examples — describe each]

## Logical Proof
- [Key mechanisms you can explain]
- [Analogies that work well]
- [If-then arguments you've used]

## Specificity Proof
- [Specific numbers from real results]
- [Exact timeframes from case studies]
- [Precise process details]

## Implied Proof
- [Real events you can reference casually]
- [Beta groups, founding customers, etc.]
- [Historical details that signal legitimacy]

Next file is proof-deployment-guide.md

Here’s what you put in it:

# Proof Deployment Guide

## Placement Strategy

### Headlines
Best types: Specificity, Social Proof
Example: "The System 14,000 Copywriters Use to Double Output"

### Opening
Best types: Demonstration, Credentials
Establish authority fast. Screenshot or credential in first 3 paragraphs.

### Body (Claims)
Rule: Every major claim needs proof within 2 sentences.
Stack multiple proof types for big claims.

### Objection Handling
Best types: Social Proof, Logical Proof
Use testimonials that address specific objections.
Use logical proof to preempt "why should I believe this?"

### Close/CTA
Best types: Social Proof, Implied Proof
Reinforce results right before the ask.

## Proof Stacking

Weak: Single proof type per claim
Strong: 2-3 proof types layered

Example stack:
- Claim: "This system works fast"
- Specificity: "Average implementation time: 23 minutes"
- Social: "James Chen had it running before lunch on day one"
- Demonstration: [Screenshot of setup complete timestamp]

The next file is current-copy.md.

Fill it up with this:

# Current Copy for Audit

Paste the copy you want audited below.

---

[Paste copy here]

Step 3: Set Custom Instructions

Add this to your Project's custom instructions:

You are a direct response proof strategist. When auditing copy:

- Identify every claim that lacks supporting proof
- Reference proof-inventory.md for available proof assets
- Suggest specific proof placements using proof-deployment-guide.md
- Recommend proof stacking for major claims
- Flag proof gaps where no inventory exists (client needs to gather more)

Step 4: Add the Skill

Create a folder called proof-auditor and add this SKILL.md file:

---
name: Proof Auditor
description: Audits copy for proof gaps and recommends specific fixes
version: 1.0
author: Mark Masters
---

# Proof Auditor Skill

## Purpose
Analyze copy for unproven claims and recommend specific proof deployments.

## Process

### Step 1: Identify Claims
Scan the copy in current-copy.md. List every claim, promise, or assertion.

### Step 2: Audit Each Claim
For each claim, note:
- Is it currently supported by proof? (Yes/No)
- If yes, what type?
- If no, flag as gap

### Step 3: Check Inventory
Reference proof-inventory.md. For each gap, identify available proof that could fill it.

### Step 4: Recommend Fixes
For each unproven claim, suggest:
- Which proof type to add
- Specific proof from inventory (if available)
- Placement recommendation
- Whether proof stacking would strengthen it

### Step 5: Output Format

## Proof Audit Report

### Summary
- Total claims found: X
- Claims with proof: X
- Claims without proof: X
- Proof density score: X%

### Claim-by-Claim Analysis

**Claim 1:** "[Exact claim from copy]"
- Current proof: None / [Type]
- Recommendation: Add [Type] — [Specific suggestion]
- Inventory match: [Yes/No] — [Specific proof asset if yes]

**Claim 2:** "[Exact claim from copy]"
...

### Priority Fixes
1. [Most important gap] — [Why it matters]
2. [Second priority] — [Why it matters]
3. [Third priority] — [Why it matters]

### Missing Inventory
Proof you need to gather:
- [Type] for [claim] — Suggestion: [How to get it]

How to Use It

Once your Project is set up:

1. Populate proof-inventory.md with everything you have (do this once, update as you gather more)

2. Paste your draft into current-copy.md

3. Run the audit: "Audit this copy for proof gaps"

4. Get your report with specific fixes

5. Implement the priority recommendations

The real power: After every campaign, update your inventory with new results, testimonials, and data. Your arsenal grows with every project.

The Master’s Memo

Here's what separates copy that converts from copy that gets ignored:

Claims are free. Anyone can make them.

Proof is expensive. It requires real results, real customers, real data.

That's exactly why it works. Your prospect's brain knows this instinctively. Proof signals that you've actually done the thing you're claiming.

Most copywriters scatter a few testimonials and call it done. You now have a system that audits every claim, deploys six proof types strategically, and compounds your credibility with every project.

Stop claiming. Start proving.

More clicks, cash, and clients,
Mark Masters