Trust is fundamental in marketing. Without trustworthy marketing, products and services, no matter how excellent, will languish because today, by default, audiences doubt what marketers say. What this means is learning businesses need to do the work to collect and use evidence to back up their marketing claims.

In episode 388 of the Leading Learning Podcast, co-host Jeff Cobb talks with Melanie Deziel about exactly how to do that. Melanie is co-author of Prove It: Exactly How Modern Marketers Earn Trust.

Drawing on an elegant and simplifying framework from Prove It, Melanie and Jeff discuss five types of claims businesses often make—claims about convenience, comparability, commitment, connection, and competence—and three types of evidence that can back up those claims—corroboration, demonstration, and education.

The conversation is both thought-provoking and highly practical. If you’re looking to make sure your learners see you as a trustworthy source of content—and you should be looking to do that—then this episode is for you.

Show notes and a downloadable transcript are available at https://www.leadinglearning.com/episode388.