A position says what would prove it wrong. Test each on your own store.

1. Customers discount any claim they can’t check, so the proof has to be checkable, or checked by someone they trust.Wrong if your post-purchase survey shows buyers believed your origin and performance claims without reading a single review.
   Claims Nobody Can Check
2. Every claim on site and in email needs a row in a proof file before it ships.Wrong if your team can produce the evidence for any claim you point at, within a day, without one.
   The Proof File
3. Reviews move sales, and the first handful move them most.Wrong if products with no reviews convert as well as similar products with five or more.
   Reviews Move Sales
4. Your average rating describes the people who chose to write, not your customers.Wrong if your review distribution looks like the answers to a survey sent to every buyer.
   Who Writes Reviews
5. The first reviews set the path the rest follow.Wrong if products whose first review was negative reach the same average, at the same count, as those whose first was positive.
   The First Review
6. Ratings drift down as reviews pile up, so compare products at similar counts and ages.Wrong if your products’ averages at review 100 match their averages at review 10.
   Why Ratings Drift Down
7. Ask when the customer has used the product, not when it ships.Wrong if asks sent before delivery produce as many reviews that talk about the product.
   The Ask
8. Show the bad reviews. A wall of five stars reads as a filter.Wrong if products averaging 4.9 and above convert better than those at 4.3 to 4.7, with similar counts.
   Show the Bad Ones
9. Origin, handmade and effort claims are worth real money, which is why regulators check them.Wrong if your origin claim can be removed with no change in conversion or price you can hold.
   Origin, Handmade and Effort
10. Half the famous persuasion findings are weaker than their fame. Use the ones that held up.Wrong if the tactics in your playbook each trace to a result that replicated in the field.
    Grading the Persuasion Canon