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Matched proof
Also called social proof, proof block.
Matched proof is evidence whose type fits the angle: clinical data for a scientific claim, real UGC and reviews for a social-proof angle, before-and-afters for transformation. The wrong proof type, however abundant, does not convert.
How do you match proof to the angle?
Star ratings under a scientific claim, or a lab study under a social-proof angle, both miss. The proof has to answer the specific doubt the angle creates, so match the proof type to what the ad promised.