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How can you use social proof and testimonials to boost your credibility and trustworthiness as a trainer?

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As a trainer, you want to persuade your learners to adopt new skills, behaviors, or mindsets. But how can you convince them that you are a credible and trustworthy source of information and guidance? One way is to use social proof and testimonials, which are powerful persuasion techniques that leverage the influence of others. In this article, you will learn what social proof and testimonials are, why they work, and how to use them effectively in your training sessions.

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1 What is social proof?

Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially when they are uncertain or unsure. For example, if you see a long line of people waiting outside a restaurant, you might assume that the food is good and worth trying. Or if you see a lot of positive reviews for a product online, you might be more inclined to buy it. Social proof can be a strong motivator for behavior change, as people want to conform to social norms and avoid being left out.

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Heidi Barker, M.Ed., CPO

Lifelong Learner and Multipotentialite who takes your content to the next level by using instructional design and eLearning solutions!
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In my experience social proof requires examination by the prospective user or subscriber. If there are only 5 reviews can you believe what is being said?

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2 What is a testimonial?

A testimonial is a statement or endorsement from someone who has used or benefited from a product, service, or idea. For example, if you see a customer testimonial on a website, you might trust that the product or service is reliable and valuable. Or if you hear a success story from a colleague who has applied a new skill or technique, you might be inspired to try it yourself. Testimonials can be a powerful way to build credibility and trust, as people tend to believe and relate to real-life examples and experiences.

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Lachezar Arabadzhiev

CEO at SkildLabs | LinkedIn Learning Instructor | Ex-Microsoft
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Testimonials are a great way to build brand advocacy and boost your industry credibility. However, to create a reliable testimonial that the prospective clients will trust, you need to consider the following: ?? Your testimonial needs to clearly explain how the client has benefited from your services and what impact you have made on their business. ?? There needs to be a way to verify your testimonial/review (long gone are the days of 5* anonymous reviews on websites). For example, linking to the client's LinkedIn profile, requesting a video testimonial, or even adding a case study.

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3 Why do they work?

Social proof and testimonials work because they appeal to two psychological principles: authority and similarity. Authority means that people tend to trust and follow the advice of experts, leaders, or influencers who have more knowledge, experience, or status than them. Similarity means that people tend to like and emulate people who are similar to them in some way, such as age, gender, background, or goals. By using social proof and testimonials from authoritative and similar sources, you can increase your persuasiveness and influence as a trainer.

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4 How to use social proof in training?

Social proof can be used in training sessions to support your context and objectives. For instance, you can present statistics or data that demonstrate the popularity, effectiveness, or impact of your topic or solution. Additionally, you can share stories or case studies of successful organizations or individuals who have implemented or adopted your topic or solution. Inviting guest speakers or experts to share their insights, tips, or best practices on your topic or solution is also beneficial. Furthermore, you can encourage peer learning and interaction among your learners, so that they can learn from each other and exchange feedback, opinions, or recommendations.

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Heidi Barker, M.Ed., CPO

Lifelong Learner and Multipotentialite who takes your content to the next level by using instructional design and eLearning solutions!
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Using social proof that tells the user/subscriber/learner exactly how they can benefit up front helps them to make the best decision for themselves. Adult learners want to know what is in it for them and they want to know they are spending their valuable time or money wisely.

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5 How to use testimonials in training?

Testimonials can be used in training sessions in a variety of ways, depending on the context and objectives. For instance, you can collect testimonials from learners who have benefited from your training, colleagues or mentors, or create testimonials from fictional characters. For example, you can say, “Here are some comments from our previous participants who have taken this course. As you can see, they have learned a lot and improved their performance.” Or, “This training is sponsored by the HR department, who have seen the positive results of this program. Here is what they have to say about it.” Additionally, you can say, “This training is based on the work of Jane Doe, who is a leading expert and author on this topic. Here is what she has to say about it.” Finally, you can say, “Imagine you are Mary, who is a manager in your company. She has used this skill and achieved this result. Here is what she has to say about it.”

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How can you use social proof and testimonials to boost your credibility and trustworthiness as a trainer?

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1 What is social proof?

2 What is a testimonial?

3 Why do they work?

4 How to use social proof in training?

5 How to use testimonials in training?

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