The awesome power of the humble proof point

When you are trying to explain an idea, especially a big or complex one, people often nod along politely. But are they really taking it in? That’s where proof points come in. Proof points are the sharp, simple pieces of evidence that make your ideas stick. They take something abstract and turn it into something people can immediately understand and remember.

Think of them as bite-sized nuggets of truth. Our brains are not wired to hold on to long theories or complicated explanations. But give someone a short, vivid example and suddenly the point becomes clear. More importantly, it becomes memorable.

What makes a good proof point?

A good proof point should be simple enough to grasp instantly. It should also feel real. Numbers, comparisons and stories all work well, but only if they help the audience connect the dots quickly.

For example, saying that ‘our new battery technology increases energy efficiency’ is a claim. But saying ‘our batteries charge a car in less time than it takes to drink a cup of coffee’ is a proof point. It’s real, it’s relatable and it sticks in the memory.

Another example. Imagine a food company talking about their environmental impact. They could say, ‘we are reducing waste in our production process.’ That’s fine, but it’s a little vague. A much stronger proof point would be: ‘this year, we saved the equivalent of 2 million meals from going to landfill.’ That’s a statistic people can see in their mind’s eye and importantly, feel in their hearts.

How to find proof points

Start by looking at the evidence you already have: data, results, customer stories, real-world comparisons. The trick is not to overwhelm people with numbers, but to translate the data into something a human brain naturally latches on to.

Ask yourself: if I had to explain this idea to a ten-year-old, how would I do it? Could I turn it into an image, a comparison, or a single powerful number or fact? That exercise often reveals the best proof points.

How to use proof points

Proof points are most powerful when they are used sparingly. Use too many and people will switch off. Choose the ones that illustrate your key message in the most direct way. Place them where they will have the most impact: in a headline, a presentation slide, or woven into the story you’re telling.

The best proof points do more than prove a point. They bring the theoretical into the real world. They make ideas tangible. And they don’t just appeal to logic, they touch the emotions too.

Think about a charity saying, ‘we work to provide clean water to communities.’

Now compare that to: ‘every £10 you donate gives a family clean water, for life. The second not only shows the impact in practical terms, it makes you feel something (see our blog on the importance of engaging the heart as well as the mind).

At their best, proof points act like a shortcut between your message and your audience’s heart. They cut through complexity, they stick in the memory and they inspire people to believe.

That’s the awesome power of the humble proof point.