Briefle words · Writing & copy
Proof point
A specific fact, number, result or guarantee that backs up a claim and makes it believable.
Say it to an AI
Five-bullet product description for a 24 oz insulated bottle. Every bullet is a concrete claim with a proof point: hours cold and hot, weight, cup-holder fit, dishwasher-safe, lifetime warranty. No weasel words like 'premium', 'quality' or 'long-lasting'.
How an expert would brief the stronger version of “Product page description”.
See it
Try it as a puzzle →An outdoor gear shop's product page for an insulated water bottle.
Why: A proves 'built to last' with 'Lifetime warranty against dents and leaks' and proves 'lightweight' with '12 oz empty'.
Related words
Room 1 · Essentials
Learn “Proof point” in a five-minute lesson