convert-proof-stack

# Convert Proof-Stack - Visual Stacking of the 5 Donahoe Proof Types

> *"Proof in Donahoe copy never announces itself. It doesn't feel like 'evidence.' It feels like conversation."* - The Donahoe Method, Framework 2

This skill takes the 5 Donahoe proof types - Anecdote / Receipt / Drive-By / Namecheck / Because - and engineers their visual rendering across the page. Every proof block is mapped to a layout pattern that preserves the Method's *conversational* feel while exploiting visual hierarchy to maximize believability.

## When to Use

Trigger phrases: "proof stack", "testimonial layout", "social proof design", "logo bar", "video testimonial", "case study card", "donahoe proof stack", "visual proof", "trust signals", `/convert proof-stack <product>`.

Use when:
- Designing the visual proof zones of a long-form sales page or VSL page (Sections 7 + 9 in `convert-scroll-rhythm`'s skeleton)
- Translating the output of `/convert proof` (which writes the proof copy) into specific layout patterns
- Adding a logo bar, testimonial grid, video testimonial block, or case-study card section
- Diagnosing why an existing proof zone reads as "marketing" instead of "conversation"

Do NOT use for:
- Writing testimonial copy from scratch - use `/convert proof` (this skill renders that output)
- Generating fake testimonials - Wayland never fabricates proof; if no proof exists, omit the block
- Auditing an existing live page's proof section - use `/market landing <url>`
- Building the full sales page - use `/convert sales-page`

## The 5 Donahoe Proof Types (Framework 2)

Proof in Donahoe copy is woven throughout, not isolated to a "proof section." Five types, used in priority order:

| # | Type | What it looks like | Visual pattern |
|---|------|--------------------|-----------------|
| 1 | **The Anecdote** | "Here's what happened when..." - story-form proof | Quote card with photo, name, location, specific result |
| 2 | **The Receipt** | Numbers, dates, exact amounts ("$14,327 in 11 days") | Numerical proof block with the number large + context line |
| 3 | **The Drive-By** | Credentials mentioned in passing | Inline byline / "About me" sliver / passing footnote |
| 4 | **The Namecheck** | "A guy named Mike sent me an email..." | Conversational quote (no formal testimonial block) inline with body copy |
| 5 | **The Because** | "The reason this works is..." - logical mechanism | Mechanism diagram or sub-headed explainer with simple iconography |

Each type wants a different visual treatment. A logo bar of recognizable companies is a Receipt + Authority hybrid. A case study card with before/after numbers is an Anecdote + Receipt fusion. The patterns below map proof type → layout.

## Temperature-based decision rule: Conversational vs Blocked Proof

The Method's Conversational Proof rule says proof should never *announce itself* - it should feel like the rest of the body copy with subtle attribution. But high-temperature audiences (Hot, Boiling) on commerce surfaces (e-commerce product pages, OTOs, post-purchase cross-sells) actually expect blocked testimonials and treat their absence as a missing trust signal. The Method bends, slightly, on those surfaces.

| Temperature | Default proof framing | Notes |
|-------------|------------------------|-------|
| Ice Cold | **Conversational always** | Blocked testimonials trigger "this is marketing" defenses; conversational proof slips past them |
| Cool | **Conversational always** | Same. Pull-quote inline, attribution as inline figcaption, no card framing |
| Warm | **Conversational by default; blocked sparingly** | One blocked testimonial card near the CTA stack is fine; more than that drifts into brochure-territory |
| Hot | **Blocked OK** | They're already comparing offers; blocked testimonials read as expected proof furniture |
| Boiling | **Blocked OK / expected** | Post-purchase / e-commerce surfaces expect testimonial blocks |

**Implementation in the page-builder HTML/CSS:**

- The default `figure.proof` rule renders **Conversational Proof** - body-text margin, italic, currentColor 2px left border, inline figcaption. It looks like a passing aside, not a quote-box.
- Add the `block` modifier (`<figure class="proof block">`) only when the temperature is Hot/Boiling AND the surface is commerce-shaped (post-purchase OTO, cross-sell, e-commerce PDP).
- OTO and cross-sell page-builders flip the default - those surfaces ship blocked-by-default with `figure.proof.conversational` available as the opt-in for cooler temperatures.

This rule is load-bearing: every page-builder's HTML scaffold MUST honor it. If a Cool-temperature sales page ships with quote-box testimonial cards, the Method's Conversational Proof rule has been violated even if the copy is perfect.

## The 7 Proof Stack Patterns (ranked by typical conversion lift)

Source: direct-response canon + Cialdini social proof (1984/2021) + folklore-leaning conversion data. Top entries are stronger than bottom but always: real beats designed, and any one strong type beats five weak types.

### Pattern 1 - Video Testimonial Card (named, faced person + verifiable result)

**Strongest typical lift.** ~30%+ over no testimonials in some studies (varies wildly; folklore-leaning).

```
+---------------------------+
|                           |
|   [▶ poster image, 16:9]  |
|                           |
+---------------------------+
| Name, Title, Company      |
| "Specific result quote."  |
|                           |
| [+$47K in 90 days]        |  ← optional result chip
+---------------------------+
```

Rules:
- Poster image shows the person's face - never a logo or product screenshot
- Play on tap; no autoplay (mobile-bandwidth hostile)
- Caption with name + title + company under the video
- Optional result chip below the caption (specific, verifiable)
- Aspect ratio 16:9 desktop / 9:16 if filmed vertically (don't letterbox vertical video)

### Pattern 2 - Text Testimonial + Photo + Name + Result

**Strong