Our brains are wired for stories

Solution — What did your company do to solve the problem? Google calls this “Approach” and Snapchat calls it “Strategy.” Facebook calls it “Their Solution.” Describe the unique solution your company provided for the client. Don’t overstate. Let the results do the talking.

Results ...

While words can be bent or generalized to seem more persuasive, numbers can’t lie.

Because they’re either 100 percent true or 100 percent false, they’re the building blocks of mathematics and science. They’re irrefutably logical and plain. Black and white.

Two dueling blue whales of t...

Background — Describe your client. Who are they? What do they do? Pick your most well-recognized names to build social proof. Remember to keep it short and simple. Facebook puts the focus completely on the client here.

Problem — What problem did your client have? Google ...

Ever wonder why, on nearly every website, you find a band of logos spread across a section of the homepage?

Companies do this to leverage the multiple source effect, an important principle of social proof. The multiple source effect states that our minds are more likely to believe a pr...