Proof Points™

To connect with consumers you have to use their language and express it in terms relevant to their lives. Through workshops, we develop statements called “Proof Points.” They take the product feature descriptions of engineering language and put them in consumer language.

With copywriters present, knowledge learned in one workshop is refined and re-introduced in subsequent groups. The result is meaningful messaging that grabs customer attention and speaks their language.

Proof Points research is used to turn engineering language into consumer speak, and to create highly relevant messaging.

KitchenAid designed a dishwasher with a food grinder that completely grinds and disposes of hard food particles in the wash cycle. Our Proof Points methodology research revealed that consumers don’t want to think about hard food particles. And in the context of their lives, this equates to “not having to stop at the sink” before loading the dishwasher. This insight led to a more compelling and relevant message featured in this ad. Proof Points can be used to develop advertising, point of sale materials and product literature.