811: Melanie Deziel – Sophisticates & Skeptics: Proving Yourself to the Modern Consumer



In today’s business world, it’s not enough to tell people what you good at, why they should hire you, or that they should trust you. In fact, if you do tell them to trust you, they will probably doubt you. What you need to do today is prove it to your customers. That’s why, in today’s episode, I am speaking with Melanie Deziel, co-author of the new marketing book Prove It. In this conversation, Melanie and I discuss the growing sophistication and skepticism of consumers and our mutual belief that the onus is absolutely on the business – not the consumer – to build trust in a business/consumer relationship. We also touch on the importance of being truly committed to the claims you make about your business and how this is especially important to today’s consumer, as well as how to use Melanie’s process for performing a “claim audit” on the claims you’re making to your customers.

Melanie Deziel is a keynote speaker, author, award-winning branded content creator, and the author of the best-selling marketing and business communications book, The Content Fuel Framework: How to Generate Unlimited Story Ideas. Melanie is also the Co-Founder and VP of Marketing at The Convoy, a B2B marketplace that helps small and independent businesses save money on their everyday expenses so they can invest more in themselves and their communities.


Prior to co-founding The Convoy, Melanie was the founder of StoryFuel and spent her days giving keynotes and leading workshops that teach marketers, creators, and companies of all sizes how to create better content. Melanie was the first editor of branded content at The New York Times, a founding member of HuffPost’s brand storytelling team, and served as Director of Creative Strategy for Time Inc.



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Everything you need can all be found at jeffreyshaw.com.


Melanie Deziel, thank you so much for being here!


Remember, you might be in business FOR yourself but you are not in business BY yourself.

Be your best self. Be proud and keep changing the world.


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Host Jeffrey Shaw is a Small Business Consultant, Brand Management Consultant, Business Coach for Entrepreneurs, Keynote Speaker, TEDx Speaker and author of LINGO and The Self Employed Life (May 2021). Supporting self-employed business owners with business and personal development strategies they need to create sustainable success.