Proof Gap
The credibility your buyers need but you haven't given yet. The reason they don't convert.
What it is
Every category has expected proof. Case studies. Testimonials. Press. Founder visibility. Logos. Numbers. The proof gap = what your category expects that you don't have.
How to find yours
Look at the top 10 players in your space. Inventory their proof assets. Compare to yours. The gaps = your proof gap.
Why it matters
Buyers don't convert because they don't believe. The hook gets the click. The proof gets the purchase. Most sales pages get the first half right and miss the second.
How to close it
Pick ONE proof asset and ship it. Video testimonial > written testimonial. Named client > anonymous. Specific outcome ($X / Y%) > general. Stop adding features. Add proof.
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