This is a monster checklist of 42 separate proof elements you can use in your online landing pages, sales letters, emails in order to prove your point and boost conversion. The checklist is organised on a continuum from "left brain" logical proof elements, to "right brain" emotional proof elements. Most marketers have a preference for one or the other. By ensuring your persuasive messages are backed up by BOTH right brain and left brain proof elements, you can maximise the appeal of your message to the widest possible audience.