7 expert techniques I use to sign 4 figure retainers with no social proof (the eternal challenge for ghostwriters)

Poor ghostwriters.

With the possible exception of those treating erectile dysfunction or adult incontinence, never has any other profession faced such an uphill slog when it comes to social proof.

I even had one client say they couldn't connect on here in case a mutual acquaintance saw we were linked. They were concerned with it being known they didn't write their personal blog.

Alas, the nature of what we do dictates that This is the Way.

Whilst satisfied clients are more than happy to pay the retainer, when it comes to publicly and specifically avowing that they receive these types of services...

There's much downward gazing and awkward shuffling of the feet as they nervously check the NDA you signed at the outset.

Frustrating eh?

But fret ye not. Another way, there is.

7 in fact (at least).

If you're struggling to get social proof, the following strategies transform your lack of testimonials and referrals into a minor detail rather than a deal breaker.

Whilst I couldn't point to any single one as the gamechanger, I've used the ensemble to close multiple 4 figure deals with clients I've never met in person.

First, let's understand why we 'need' social proof

We don't.

It's our prospective customers.

Why? What else could satisfy them?

Social proof is...

to reassure a prospect they're not making a mistake by choosing you.

In its absence, there are other ways of removing this concern.

Essentially, every touchpoint must inspire confidence in your ability and desire to deliver outstanding service.

Here are 7 strategies to build that confidence in your prospects.

Read on to get the detail but first, a handy summary:

TL;DR

1. The consummate professional

2. Consistent digital footprint

3. Write about the client

4. Write about yourself

5. Pixel perfect profile

6. Have a process

7. Guarantee

Bonus tip: Numbers

1. The consummate professional

Two words describe 92.3% of what every client looks for in every hire.

Proactively competent.

You're good at what you do, and you do it without being asked.

Before your first job for them, you convey this by doing the following:

1. Respond promptly to every email or message. Usually within a few business hours (not too soon, you don't want to seem desperate).
2. Send an informal agenda before every meeting, obviously inviting them to add to it. Pre-empt what they'd want to discuss, and always have AOB (Any Other Business) as the final item. This shows you're organised and respect their time.
3. Every Zoom, log in 2 minutes before the meeting time. Long before that, check your microphone and webcam are working, that the background, your clothes and hair are clean and tidy, and that potential disruptions are minimised. For meetings in person, I would arrive 15 minutes early (too early and this can irritate some prospects who feel you've disrupted their day).
4. During the meeting, show you are prepared, that you are familiar with the client's background and the history of the project if possible. When the meeting is agreed, ask if there is anything in particular you should read in preparation.
5. Ask thoughtful questions. Every human being likes to feel heard and understood.
6. Follow up every meeting with a Contact Report, sent the same day whilst the conversation is fresh. This can be just a list of key takeaways and actions. It shows you're organised and they're a priority. The CR is also an important record of events in case there is disagreement at a later date.
7. Every action you agree to, make sure it's finished as soon as possible, and inform the prospect when done (a casual Whatsapp will do, "Hi, just to let you know xyz has been completed as agreed.")

Note: these are standards worth adhering to even after they have signed - they keep clients delighted and more inclined to continue doing business with you.

2. Consistent digital footprint

Google yourself. What do you see on page 1?

Due to their high site authority, the main social media and community platforms - Youtube, Instagram, LinkedIn, Facebook, TikTok, Medium, Reddit - will feature above most other websites, including your blog if you have one.

Make sure that all of them:

• have a good quality, professional looking profile picture.
• say the same thing about what you do and what your interests are.

The more times your client sees something about you, especially on different platforms, the more their subconscious will accept that as being your truth.

Note that the summary on the Google search results page can take a while to update - for example if you change your LinkedIn bio, this can take several days to catch up on Google.

3. Write about the client

Produce content as if they were already a client and this your first project for them.

The ultimate gesture would be to say,

"I wrote/produced this for you. Even if we don't move forward together, please accept it is a goodwill gesture, and perhaps we'll find an opportunity to work together another time."

You're also indirectly letting them know you're not desperate for clients (even if you are).

4. Write about yourself

After portfolio work for other clients and sample work for the prospect, the next best thing you can provide as proof of your capabilities is content with you as the client .

• Thought leadership pieces
• Personality pieces

Demonstrate as wide a palette of styles and media as you can.

5. Pixel perfect profile

There is some debate as to whether typo's and the occasional grammar faux pas really matter any more.

Whilst I agree it's not practical to aim for perfection at all times, there are two instances when I strongly believe you must go all out with zero tolerance for blemishes:

1. Your profile and welcome email(s)
2. Even more so... your profile and welcome emails when you have no social proof

This is especially true if your service is anything to do with branding, copywriting or marketing in general.

Would you trust an overweight personal trainer?

A broke financial advisor?

A stylist with bad hair?

6. Have a process

If you can demonstrate to the prospect that your service follows a defined process, this greatly reassures them they're in safe hands.

For example, my Executive Identity Accelerator program to transform CEO's into thought leaders and executive influencers, follows the 7 P's of profitable personal branding:

Position, Plan, Pitch, Publish, Profile, Product, Partnerships.

My discovery call with prospects is centred on the Roadmap to deliver the P's.

For each P, I can articulate at the drop of a hat:

• Why it's necessary
• What steps are taken to implement it
• What success looks like and how we track it

7. Guarantee

A strong guarantee will lay to rest most concerns over your inability to provide social proof.

Alex Hormozi's $100m Offers book details 4 types of guarantees:

• Unconditional guarantees - money back if not fully satisfied (this may not be feasible if you're selling a high ticket item you have to invest significant resource into delivering).
• Conditional guarantees - where you add terms and conditions, for example the client must have done xyz.
• Anti-guarantees - where you state 'all sales are final' (and give a reason why). By showing a massive vulnerability or exposure on your part, they will understand why you must take this position, and most likely sympathise.
• Implied guarantees - any offer that is performance based, for example you only get paid x if y happens.

Bonus tip: Numbers

A lack of social proof doesn't mean that no-one will ever engage with you.

It just means they're less likely, all other things being equal.

In the example below:

50 enquiries lead to 10 prospects, from which 4 discovery calls, and ultimately 1 new client.

Perhaps social proof might improve those numbers to

50 enquiries = 15 prospects = 8 discovery calls = 2 new clients.

• Without social proof, you need 100 enquiries to get 2 clients
• With social proof, you need 50 enquiries to get 2 clients

It's a harder task, not an impossible one.

And another thing...

Anonymous testimonials can be better than none.

"Quy is a joy to work with. His professionalism knows no bounds, and I'm particularly delighted by his contact reports."

- X, UK

(would be what mine would say, probably)

Whilst the cynic in me is always dubious when I see an anonymous testimonial, I come from a particularly cynical background. If you're stuck elsewhere, then remember this is a valid backup.

Summary

Whilst social proof is advantageous if you can get it, its absence is not the death knell for your new business pipeline.

Each of these strategies help achieve the same purpose as social proof - to reassure a prospect that they are not making a mistake by hiring you.

1. The consummate professional
2. Consistent digital footprint
3. Write about the client
4. Write about yourself
5. Pixel perfect profile
6. Have a process
7. Guarantee

Similarly, you can overcome a lack of social proof through sheer volume of numbers.

What else might you do to give your prospects confidence in you?

Share your wisdom in the comments...