Prove It

Exactly How Modern Marketers Earn Trust

Melanie Deziel with Phil M Jones

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.


“Learning how to build customer trust is essential for small business success, and this book is the perfect ‘how to’ guide!”

“Marketers spend so much time marketing when they should be earning trust. Prove It shows you exactly how to do that. No fluff. No wasted space.”

“Praise be to every deity ever named, we finally have a book that recognizes what content marketing is actually for: trust. Everything else flows from that. Which means everything else flows from this book.”

“Melanie Deziel is someone I’ve watched and respected for years, and this book is just further evidence of her complete mastery over the content marketing space. I’d consider this a must-read for anyone looking to earn the trust of their audience.”


“Prove It is something amazing: a brief but comprehensive instruction manual for truth in marketing. If you hate bull- shit, you’d better read this…and put it into practice.”

“Modern marketing has been elevated to a new level . . . know, like, trust, and proof. The title of this book says it all— and the content of this book teaches it all. A classic.”

“If you want higher quality leads that are easier to convert, your marketing and messaging must be excellent. In Prove It, Melanie Deziel and Phil M Jones provide an easy-to-follow framework that increases the quality of your leads by positioning your company as the most transparent and trustworthy option.”

“If you want to rise above the noise, give your customers something they don’t hear often—proof ! More referrals, more testimonials, and more customer loyalty are waiting for you. A quick read with a big impact.”

“This book provides a mighty one-two punch with Melanie Deziel introducing important concepts for today’s business environment and Phil M Jones offering actionable strategies we can implement right away! Prove It is an essential read to understand today’s well-informed—and rightfully skeptical—consumers and stakeholders.”

“Finally, a book without the content fluff. The specifics in Prove It will help anyone with any means become a leading expert in their field.”

“It wasn’t too long ago that prospects automatically trusted you unless given a reason not to. But today, they visit your website or walk into any potential transaction with their guard firmly up. Prove It shares a simple solution to many of today’s marketing and sales challenges. It may just be the most practical and timeless marketing book ever written.”

Prove It could have been called Do This Now to Instantly Improve Your Sales. The frameworks outlined in this book transcend the social media fads of the day and provide marketers with the essential skills to create sales campaigns that work. The best part of Prove It? It’s easy to implement. After reading this book, you can immediately apply the lessons you’ve learned to drive better results for your business. This is the marketing book you don’t want your competition to read.”

“Finally, a book that demonstrates that successful marketing is all about earning trust!”

“Businesses that differentiate on trust and truth create competitive advantage. This book is, quite literally, the proof of how brands become a trusted source of interesting things, and what separates those brands from the pack.”


Melanie Deziel is a recognized as one of the world’s leading experts in content marketing, and is author of the best-selling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas.

Phil M Jones is a master of influence and persuasion. He is the author of the best-selling “Exactly” book series—with over 1 million copies sold—and producer of the “Most Listened To” non-fiction audiobook of all time. Phil has been an entrepreneur since the age of 14, and is now a trusted advisor for some of the world’s biggest brands.

ISBN 9781774582015
21.95 CAD 17.95 USD
Published October 11, 2022
5.25 × 8 152 Pages