Social Proof
Significantly Improve Conversion By Building An Overwhelming Body Of Proof To Convince Prospects You Deliver Results
By Steve Hackney (Published: December 24)
It's simple... the more proof you provide that you deliver on your promises, the higher your conversion and the more sales you'll make.
In particular, customer testimonials and reviews are the most powerful forms of social proof. The more the better (see how we use them on this site).
Remember, there's a huge amount of human psychology at play when it comes to selling your products or services.
...and social proof is the psychological phenomenon that consumers will adapt their behaviour according to what other people are doing or saying.
And with that in mind I want you to think of social proof as evidence.
Evidence that you can deliver on your promises and that you have expertise in your industry.
So for a moment indulge me, because to explain the significance of social proof, we’re going to court today.
Let’s pretend you’re on the stand as an expert in your chosen industry and the prosecution is trying to disparage you and pick holes in your expertise.
They’re trying to find all the reasons why you’re not as good as you say you are.
But you’re well prepared.
Your defence lawyer has told you to collect all the evidence that proves beyond reasonable doubt that you are indeed an expert in your industry and you deliver on your promises.
So you bring along a huge file of customer testimonials, most are written but some are video testimonials.
You bring a bunch of customer case studies which describe the problems they had and how you overcame them.
And you bring screenshots of dozens and dozens of online reviews from the likes of Google, Facebook, Amazon, Yelp and Trustpilot to prove you deliver results.
You also bring a collection of industry awards you’ve won over the last few years.
And to finish you bring your industry certifications which demonstrate your credentials even more.
And as the prosecution lawyer keeps hitting you with questions doubting your expertise, you keep batting them back with all the evidence and proof you’ve assembled.
By the time you’ve finished, there is no doubt in the minds of the jury that you are indeed an expert in your field and your business does in fact deliver on its promises....
You’ve provided overwhelming proof.
In fact, a preponderance of proof that ensures there is absolutely no other conclusion every member of the jury can reach, other than to accept you are telling the whole truth and nothing but the truth.
You did well… very well.
Now imagine a totally opposite situation…
The same courtroom.
The same judge.
The same prosecution and the same jury.
But only this time you ignore your own lawyer and you don’t take her advice.
You don’t bring along any evidence, no proof whatsoever.
You’re just going to tell people how good you are and wing it.
You think you’ll be fine.
You’ve been in the industry a number of years and you have a good reputation.
You don’t need any other proof or evidence.
You are all the proof they need.
Or that’s what you thought!
Now when the prosecution verbally attacks you and starts prodding, you simply don’t have the ammunition to fight back.
Talking a good game can only get you so far.
Now you’re worried.
The jury seem to be siding with the prosecution because of a lack of evidence.
You’ve made a grave mistake thinking you could talk yourself up and convince people that you are indeed the expert you tell everyone you are and your business delivers the results is promises.
Now the verdict is in doubt.
In fact, the jury simply don’t believe you and as a result 75% of the jury vote against you.
If only you’d have brought proof and evidence to back up your claims!
I’ve used that example because hopefully you could visualise it being played out right in front of you.
And guess what…
...your prospects are the judge and jury and before they buy, they want undeniable proof that you will give them, the exact product or service they are going to pay you for.
That’s the power of social proof and hopefully that scenario although fictional demonstrates what’s actually going on every day in the minds of your prospects.
The rule is simple...
The more proof you provide... the higher your conversion and the more sales you'll make!
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