The Big Deal About Social Proof

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In this newsletter, we explore all of the tested and proven sales and marketing techniques that have helped our clients surpass their goals.? If you’d like to access key learnings and our free library of weekly video trainings, click here.

Selling an intangible service poses unique marketing challenges.

Yes, you heard it right and no, you aren’t going crazy.? It may be simple but it is not easy to market your service-based business, nor is it straightforward.

Unlike a product, buyers can not touch or see your service. Instead you are selling an outcome or results to solve a specific problem.?

But, you already knew that.??

One of the biggest marketing mistakes that I see among professionals in the financial, legal, mediation and divorce spaces –? is the lack of social proof.

What is social proof?

In very simple terms, social proof is a form of testimonials or positive acknowledgement.??

Very often entrepreneurs feel embarrassed to ask clients for testimonials or to ask industry thought leaders to talk about their service.

However, this is one of the most powerful strategies to build instant credibility because it is being validated by others (and not by you).

And yet, it’s not being used often enough.

If you were to take inventory of the number of client testimonials you have or the number of supporters you rely on to promote your service, what would that number be?

If you answered less than 5, you might want to build this strategy into your business as soon as you can!

If you answered more than 5, congratulations! Don't stop, continue to add to your social proof strategy. You won't be disappointed.

Here are some of the ways that you can build social proof into your business:?

#1 Client or User Testimonial

Anytime a client provides a testimonial,? it is a vote of confidence in the work that you do. This is probably one of the most powerful of all the social proof methods.

These can be used in so many different formats:??

• Video testimonial (solo or interview style)
• Showcase testimonials on your website, social media, sales pages, etc.
• Case study – where you re-create the scenario in full detail and demonstrate how you helped solve the problem
• Positive ratings on review sites (ex. Google, Yelp)
• Include testimonials in your advertisements

#2 Expert Social Proof

This is when an industry thought leader recommends your service or is associated with your brand.

You can incorporate expert social proof by using these methods:

• Have them blog on their website or yours about their experience with your service.
• Do guest appearances on each other’s social media platforms – e.g. collaborate and host a live event

#3 Mention accolades or shout-outs

Are you being featured in an article or a guest on a podcast?

Feature this on your website, social media or mention it in a presentation.?

People typically reference this as: “I’m honoured to be featured in…” or? “I’m grateful to be a guest on the ABC podcast…”, etc.

Don't be shy and share! You'd be surprised at how much your followers enjoy reading them.

#4 Share Milestones

Important milestones are a great way to demonstrate your expertise and to thank those who helped you reach that milestone.

This could include:

• Number of years in business
• Number of employees hired
• Number of clients served

As the competition increases and clients are much savvier, social proof becomes increasingly more important in the decision-making process.

The bottom line is this: social proof can turn prospects into clients because they are actively looking for proof or validation that they are making the right buying decision.

Why not make it simpler for your prospect to say ‘yes’ to your service?

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