Course Description

Rookie marketers sell on promises…
Pros sell on proof.

Gary Bencivenga is widely-hailed as the world’s greatest living copywriter.  Not just by fanboys and fangirls who like his writing.  But by clients who have hired him to write their copy.  One client was able to profitably send over 100 million pieces of a single direct mail promotion he wrote.  Which earned him over $5 million in royalties — enough to buy a retirement home in the Hamptons.  Many other single pieces of copy mailed multiple millions, year-in and year-out.

Gary is also widely-hailed as the king of proof-based copywriting.  Here’s what he had to say about the importance of proof in marketing:

"I have always advised my clients to build their products, newsletters, books, and ezines squarely on their strongest proof elements, namely their most persuasive and impressive credentials — including their strongest case histories, endorsements, testimonials, "reasons why" they offer better results and solutions, success stories, proven outcomes, expert status, areas of specialization, reputation within their industries, and especially a spirit of candor and integrity that never fails to delight clients and confound competitors.

"When you make your credibility an essential, highly visible part of your marketing, persuasion can flow like silk because your most commonly encountered enemy — skepticism — is largely swept aside."

— Bencivenga Bullets, Bullet #29: The Secret of How to Sell Anything

Proof is the foundation of all effective selling…

Don’t just take it from Gary B…

Clayton Makepeace once emphasized: “Great sales copy contains all kinds of proof elements.”

From Dan Kennedy: “In promotion the better the deal and the bigger the promise the less credible it is unless we then take steps to make it credible. So we have to be concerned with the believability of what it is that we are doing. In order to create credibility and in order to create believability we want to amass proof.”

Product Launch Formula creator Jeff Walker?  A HUGE part of his entire model is creating one form of proof — social proof — to create million-dollar days and huge launches.

Claude Hopkins wrote this, in Scientific Advertising: “Platitudes and generalities roll off the human understanding like water from a duck.”  And instead, he emphasized “Specific facts.”

According to A-list copywriter Paul Hollingshead, Michael Masterson (aka Mark Ford) calls copywriting without proof “lazy writing.”

John Caples, in Making Ads Pay, reveals the seven questions you must answer yes to before you have an effective ad.  These include: “Do you prove it is a bargain?” and “Do you establish confidence (credibility)?”  (Yes, proof can cover lots of selling bases!)

I could go on…


Because nearly every great copywriter, marketer, or salesperson in history has emphasized proof by some name…

Proof. Credibility. Believability.  Specifics.  Justifications.  Reasons why.  And so on!

But here’s the thing.

Many — if not most — copywriters do proof wrong.

They think about throwing in a few testimonials.  Or perhaps they list a couple media outlets that have featured their client, in the bio.  If relevant, they’ll include a before-and-after picture.

It’s often an afterthought.

It’s seldom the crux of their message.

Instead, it’s promise, promise, PROMISE!

But here’s the thing…

That’s like having an entire arsenal at your disposal, and still showing up with the proverbial knife to the gunfight.

When you come up short on proof, you come up short on sales!

I dug deep into my research.

I went through years of notes on effective forms of proof in copywriting.  And I identified 26 separate types of proof and credibility, and how to use them to make your marketing and selling messages more believable.

PLUS, I laid out the critical considerations for each.  How to make them work BEST.  What you need to understand about each of the 26 types of proof to 1) decide if they’re a fit for your particular selling message and, if they are, 2) use them to the greatest effect (that is, to generate the biggest sales result).

This is the foundation of effective selling.

When you have over two dozen forms of proof at hand — and know how to use them — it becomes much easier to back up your claims.

Every promise you make becomes more believable.

Every question, doubt, or objection melts away.

And: your marketing and selling messages MAKE MORE SALES!

Let me hand you an entire toolkit for selling on proof!

Proof, Credibility, and Believability gives you 26 separate ways to instantly increase the selling power of any marketing, advertising, and selling message.

And yet, that just scratches the surface on what it will do for you.

Because it will install a brand-new attitude about using proof in your selling messages.  It will make it crystal-clear what it takes to move past skepticism, doubt, and objections — and straight to the sale.

By the time you’re done with this training, you’ll have a complete understanding of what it takes to move your prospect to full belief in your product and selling promises.

Oh, and make sure you don’t skip the introduction: because it also reveals the two filters that your prospects are constantly using (whether they’re aware of it or not) to decide to STOP paying attention to your selling message.  It sets the entire groundwork for how and why you use all 26 types of proof throughout your selling message (and even when not to!).

Founder & Lead Instructor, BTMSinsiders

Roy Furr

"I share ideas that grow businesses." At the heart of everything he does, whether that's consulting, copywriting, speaking, publishing, or training through BTMSinsiders, that one idea drives Roy forward. To share proven ideas for helping you grow your business today, based on the principles of effective direct response marketing.Roy Furr is one of the world's most-recognized authorities on direct response, results-accountable marketing and advertising. As both a copywriter and marketing strategist, Roy has been responsible for multiple multi-million dollar breakthroughs for clients since 2005. Today, Roy continues working with a limited number of high-level clients on creating marketing breakthroughs, publishes the free daily Breakthrough Marketing Secrets (BTMS) essays (regularly read and circulated among the marketing A-list), and is the founder and lead instructor of BTMSinsiders.

Course curriculum

  • 1


    • Video Lesson (37:28)

    • Download: Mind Map

  • 2

    The 26 Types of Proof

    • Download: Mind Map

    • Video Lesson: Reasons Why (13:31)

    • Video Lesson: Specificity (7:06)

    • Video Lesson: Solid Logic (10:15)

    • Video Lesson: Strong Examples (5:55)

    • Video Lesson: Be a Very Important Person (6:56)

    • Video Lesson: Likeability (9:50)

    • Video Lesson: Affinity (9:10)

    • Video Lesson: Testimonials (14:17)

    • Video Lesson: Strong Guarantee (7:39)

    • Video Lesson: Before and After (5:59)

    • Video Lesson: Track Record (5:42)

    • Video Lesson: Case History (4:17)

    • Video Lesson: Show it in Action (4:33)

    • Video Lesson: Demonstration (5:20)

    • Video Lesson: Unique Mechanism (5:37)

    • Video Lesson: Vivid Pictures (3:39)

    • Video Lesson: Scientific Language (6:39)

    • Video Lesson: Process (4:08)

    • Video Lesson: Scientific Studies (6:42)

    • Video Lesson: Media Appearances (6:41)

    • Video Lesson: Prestigious Publications (4:06)

    • Video Lesson: Expert Endorsements (4:44)

    • Video Lesson: Celebrity Endorsements (5:50)

    • Video Lesson: Certifications (5:28)

    • Video Lesson: Charts and Graphs (4:13)

    • Video Lesson: Other Images (4:25)

  • 3

    A Quick Request

    • A Quick Request

  • 4

    Wrap Up

    • Video Lesson (3:55)

    • Download: Mind Map

Proof, Credibility, and Believability
is available exclusively for BTMSinsiders members

Learn More
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Imperative Info as a Copywriter & Marketer!!

Sean Van Zant

I needed this course so much, because I know the power of proof and credibility.

Arguably the world's living greatest copywriter said proof is one of the rarest, but most essential part of info in marketing and copywriting.

And Roy Furr has the best course, and maybe one of the only courses that focuses on it.

It was so imperative for me to learn more about it, I was going to try to buy a lifetime access to it.


One of the most important trainings in copywriting!

Csaba Borzási

Let me just say one thing: I've been through a lot of copywriting and marketing trainings, but Roy's "Proof, Credibility, and Believability" training is one of the most comprehensive you'll ever see on the topic of Proof. This is a rare gem, thank you, Roy!



Michael Gibbs

In this extremely valuable course, Roy hands you 26 TYPES OF PROOF that will crank up the cred and trust within your promos. You'll keep these in your copywriting toolbox for the rest of your career.


A Treasure Trove of Ideas

Simon Farrar

Every type of business - whether in info marketing, a service provider, or a seller of physical goods - will find plenty here to help make potential buyers believe and, most importantly, buy.

As Roy says near the start of this training: a big promise is only part of a sales message.

Getting them to believe you is the other, often deeply overlooked part.


Roy Furr gave a lot of great examples and ideas on how to increase the believability of your offer

Jude Charles

Having been a marketer for over 12 years, I was initially skeptical that I would really learn anything new while taking this course. But boy was I wrong! Roy really delivered with this course. He gave a lot of great examples for each Proof Element. He also kept the entire course very engaging. It made me think differently about how I can go about adding more proof to my videos and copy.



Wil Reed

So critical to walk the fine line while addressing the "Believability Paradox." Roy delivers again!

Members: Rate and review this course.

Roy Furr
Founder, BTMSinsiders

My Guarantee

I personally stand behind the value of BTMSinsiders, with a simple guarantee.  Try us for your first month, at zero risk or obligation. If you're not totally satisfied for any reason, let us know by emailing [email protected]. You'll get a prompt and courteous full refund of your first month's fee. After your first month, cancel anytime and you won't be billed a penny more.

My business runs on a set of core values, and the first is "The Golden Rule." That means we treat others the best way we want to be treated. Whether you love or hate us or our content (or anywhere in between), we will do right by you.

Proof, Credibility, and Believability
is available exclusively for BTMSinsiders members

Learn More
Join Now