Social proof and testimonials
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Social proof is usually done wrong! It alienates audiences rather than draws them in. In these slides, I talk about social proof, and especially about how to create a killer (ethical) testimonial for any business. Enjoy!
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Social proof and testimonials
- 1. Social Proof and Testimonials THE GOOD, THE BAD, AND THE UGLY!
- 2. Social Proof and Testimonials Here’s what we’re learning in today’s webinar 1. What is social proof 2. How to use social proof correctly 3. How to create a killer (ethical) testimonial 4. Q and A
- 3. Social Proof and Testimonials What is social proof? “In general, when we are unsure of ourselves, when the situation is unclear or ambiguous, when uncertainty reigns, we are most likely to look to and accept the actions of others as correct.” Robert Cialdini
- 4. Social Proof and Testimonials What is social proof? Humans are like dogs. We tend to do what the other dogs are doing!
- 5. Social Proof and Testimonials How Social Proof Gets Misused! Anything powerful gets misused! Here’s some examples… 1. Fake money screen shots on sales letters 2. “Testimonials” that aren’t from buyers…they’re from affiliates! 3. Staged videos Sad, but true! This stuff happens a lot!
- 6. Social Proof and Testimonials How Social Proof Gets Misused! This whole idea has even worked its way into our political discourse—”Fake News?”
- 7. Social Proof and Testimonials The Fact Remains, Though… Social proof is very powerful! We even make jokes about it… “That restaurant is so busy, people don’t go there anymore!” Yogi Berra. When I was a kid, my businessman dad told me– “Lee, people like to do business where business is being done!”
- 8. Social Proof and Testimonials So, how can you have your cake and eat it too? What’s worked for me are two things. 1. Downplaying social proof with automation 2. Creating ethical testimonials Let me show you examples of both
- 9. Social Proof and Testimonials Let’s look at my own social proof WordPress plugin in action, Bubbles, and let me explain why it works the way it does!
- 10. Social Proof and Testimonials Next, let’s talk about how to create a killer (ethical) testimonial. Here’s my favorite testimonial pattern—Before/After "Before I met Lee, I had a computer stacked up with loads of products that weren't making me any money. Now, I'm focused! I've got leads coming in every day. Today I'm talking to a new prospective client in Anguila. I know I can hook up 30 clients at 500 quid a month. What's different now is I know this is a real business and I know it can work!"
- 11. Social Proof and Testimonials Next, let’s talk about how to create a killer (ethical) testimonial. Here are the steps for doing this… 1. Get your client/customer on the phone, skype, zoom, etc 2. Work with them to take their excitement about your product/service and put it into Before/After language 3. Send them a copy to approve You don’t need but a very few of these, they’re that powerful!
- 12. Social Proof and Testimonials Cool beans! How about some quick Q and A?