SOP Library

Reading routes · 5 steps

Customers get great results, but your marketing does not show it.

Read in this order. A § sign is a numbered section on the page; each step opens at that section.

  1. SOP 110 · §5 Claim your proof Claim your proof from the data claim what your data supports
  2. SOP 109 · §3 The thirteen comparisons Check proof against the thirteen comparisons thirteen comparisons that make proof stronger; its §3.10 flag gives two other views, that the gain from more testimonials flattens and that nobody reads them
  3. SOP 125 · §2 The six points Run the six-point testimonial script the six-point testimonial script
  4. SOP 126 · §2 The steps Run a testimonial competition judged as an ad a testimonial competition
  5. SOP 15 · §1 The eleven, in order Decompose perceived likelihood eleven kinds of proof