People don't take action because of what you say. They take action because of what they believe.

When people are deciding whether to buy, donate, sign up, or say yes, they’re really asking: Why should I believe you?

Reasons to Believe are how you’ll answer that question with clear, credible proof.

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What do people need to believe in order to:

• buy from you?
• keep paying month after month?
• fund your initiative?
• sign up for your list?
• refer you to someone else? </aside>

Every big claim needs big proof.

Use this guide to build your own ready-to-roll vetted library of evidence.

We highly recommend opening up a spreadsheet and dropping in your work there! We’ll guide you through the rest.

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What you’ll do with the proof you create

Drop them into sales decks

Copy-paste into one-pagers

Sprinkle on your website

Use in pitch calls

Share in campaigns

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REASONS TO BELIEVE

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Step 0: Define your claims

(🔗 read more about selling the why)

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Write down 3–5 big things you need people to believe about your business/project.