Proof That Persuades

Coming soon! Join the founding cohort for $199 (email info@signalandproof.org for coupon code). Founding price for the first 100. Goes to $249 at launch. Proof That Persuades: Writing evidence-backed B2B content that survives a skeptical buyer Your buyers have read the listicles, scrolled past the AI explainers, and can spot a vendor-sponsored "research report" before they open it. This is a short course on writing the thing they're actually looking for: claims that hold up. WHAT YOU'LL BE ABLE TO DO By the end, you can take any claim your company wants to make and answer three questions with confidence: 1. Is it true? Trace a claim back to real evidence and see where it breaks. 2. Can I prove it? Know which kind of evidence can bear the weight you're putting on it. 3. Will they believe it? Frame it so a skeptical reader trusts you — without hedging your way into mush. You'll carry one real claim of your own through the whole course and walk out with a short, genuinely defensible piece you can publish. WHAT'S INSIDE Six short modules, about three hours of video, plus the checklists and templates you'll keep using: 1. Why most B2B content doesn't survive a smart buyer — the two failure modes, and what "defensible" really means. 2. Is it true? — interrogating a claim before you write a word. 3. Can you prove it? — the evaluator's evidence toolkit, translated for marketers. 4. Will they believe it? — framing evidence into persuasion without fluff. 5. Building the piece — turning your claim into an argument, not a listicle. 6. Doing this at scale — what it takes across a whole firm, and when to get help. Takeaways you keep: the Claim Stress-Test checklist, the Claim-to-Evidence map, and the Careful-Sentence editing checklist.