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Can you prove that you are the one someone should hire or buy from?


There is certain content that will prove you’re the one to hire. You have the opportunity to craft messages in your copy and content that will prove you’re the one to hire or buy from. When you focus on these 5 claims in your content, people will understand you are the one to work with.

Telling stories is part of the content that will differentiate you so that your soulmate clients understand why you are the one to work with. If you aren’t resonating with them, you won’t prove that you are the one they should hire.

The 5 Claims you need in your content to connect with your soulmate client

Convenience – prove that working with you is convenient and fast, that you are easy to work with and compatible with them.

Comparability – measuring yourself up against other solutions or competitors.

Commitment – dedicated to them, employees, or a cause.

Connection – you know your customers and they know you will be there for them.

Confidence – you want customers to know that you deliver what you say you will deliver.

Examples of the 5 claims to include in your content to prove you’re the one to hire


Claims come in the form of mottos, taglines, social media posts, email copy, and website copy. Referring to these claims will help you create content that will prove you’re the one to hire.




Think of affordability and examples are Payless or Dollar Tree. Location is another one. For example, Visa claims “we are everywhere you want to be”.  An example of speed is Dominoes, they used to say that if the pizza was delivered in a certain amount of time, it would be free.




Addressing how you’ll solve the problem and comparing yourself with a competitor. Or, making it clear that you don’t solve the problem the person is looking for. If you don’t, you aren’t compatible with their need. Quality is an example in this category. Think of Energizer, the battery that keeps on going. Or Timex, takes a licking and keeps on ticking. Gillette is another example, the best a man can get. The claim could be around quality or longevity. But it’s typically how you measure up to the competition.




Patagonia is a great example of commitment. Their messaging includes their values and how important the environment is to them. Examples are paying attention to the environment, using green practices, and giving back to various causes. Your message may not always be tied to the product, but more about the company values and how you give back. Company commitment is key for purchasing decisions, especially with younger generations. Commitment is tied to identity, so it is important to follow through with what you say your values are and what you are going to do. If you are making value-based claims, provide enough information to prove you are as committed to them as you say they are.





This is the more human side of making claims to prove yourself. You’re a name, not a number. For example, Olive Garden says, “When you are here you are family”. These claims are usually around your understanding of the depth of your relationship with your clients. Another example is when you go into a local restaurant, and you see that they are sponsoring community sports teams. This is key for a service-based business. Deep connections and ongoing relationships help drive referrals.




This is a catch-all and can feel like comparability. It also has something to do with comparability. For example, in business for 40 years, showing awards or rankings. These signal third-party recognition. Testimonials are also key in showing how pleased people are with you and demonstrating your competence. What are the key things that your audience is considering when making decisions?


The content to create and the stories to tell to prove you’re the one to hire or buy from

Use stories to create content that will prove you’re the one to hire.

  1. Corroboration
    1. Corroborating evidence – finding other people to say what you would normally say. For example, don’t take my word for it, listen to them. Testimonials fall into this category as do case studies, other experts, or client success stories. You can sprinkle this content throughout your own content. Doing a book review is another way to show corroborating evidence. The same with having a podcast and showcasing guests who have the same philosophy you have.
  2. Demonstration
    1. Here, you are not saying take my word for it, show it. This message is more like, We’ll let you experience this for yourself. Your audience will see what you are claiming yourself. How can you show them and let them conclude what you want them to think or know? Another example here is showing companies you’ve worked with or results you’ve produced. Ultimately, you are showing the proof instead of only saying it. Demonstration helps people trust you because they feel like the decision is theirs, not yours.
  3. Education
    1. This is especially important for the first time someone is working with you. They may have a knowledge gap, you know more than them and they may feel anxious about the situation and experience. Another example is when the CEO is purchasing something for engineers or other team members to use. The CEO may not have the knowledge of the end user, so you want to educate them and provide the information they need to make a well-informed decision. Think about key terms, Here is what to ask, help them feel comfortable with the information and process. For coaches, an onboarding guide may be an example. You are educating and helping to eliminate fears or apprehensions. Educating on the process helps build trust. This will help everyone feel more confident and comfortable with moving forward. Knowing your client’s pain points is key to educating and informing well.


About Melanie


Melanie has always been focused on learning other people’s stories. She began her career as a journalist, where she told the stories of other people. Melanie realized that the same skill set is important in marketing. It is important to understand what clients want, and what others need, and translate success stories into content that will educate ideal clients. Melanie has worked at the New York Times and Time Incorporated to tell stories and grow brands.


Website for Melanie Deziel

Prove It: Exactly How Modern Marketers Earn Trust by Melanie Deziel

Learn more about and apply for The Success Without Social Mastermind Business Growth Program.

Additional Resources


Why you need a pre-launch copy strategy and how to create it – Episode 158


A personal brand is many things, but differentiation is key – Episode 79


You need “time” to create a brand story – Episode 225


Download more free resources to grow your business without an emphasis on social media.

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