Most successful business owners understand the importance of using testimonials, reviews, and social media, in their marketing.

(A concept known as social proof.)

But if you want your marketing to predictably and consistently bring in new customers…

…then you need more than a smattering of random testimonials.

👉 The key to successfully deploying social proof, comes from having a system.

A system based on the underlying psychology of why social proof works.

I call it a Proof Machine.

And today I’ll show you how to build one.

The Power of Proof in Your Marketing

Powerful promises and compelling copywriting are vital to your success as a business owner.

However, “the proof is in the pudding”… as they say.

And showing your potential customers that other, similar customers, got the results you promised them can do wonders for your business.

Here’s a handful of benefits social proof has on your marketing:

• Boost your credibility and position you as an authority in your field.
• Increase trust—making customers believe what you say. (Extremely valuable in a world filled with empty promises and skeptics.)
• Improve your brand’s level of relatability to your customers. (They see themselves in your customer stories and feel understood.)
• Reduce sales resistance and improve conversion rates. By addressing objections you help your customers move from a state of indecision to being ready to buy.

That's why building a proof machine is a fundamental part of a marketing strategy.

In order to build an effective Proof Machine though, first you need to understand the…

3 Reasons Social Proof Works

Why do we (as humans 🙋) look to others to help us guide our decisions?

In his book, “Influence: The Psychology of Persuasion”, Robert Cialdini studied the psychology behind social proof and found that there are 3 factors necessary for social proof to be effective.

1.Uncertainty

Imagine you're traveling in a foreign country and trying to choose a restaurant for dinner.

You see one restaurant with a long line of locals waiting to get in, while others nearby are empty.

You decide to join the line, trusting that the locals know best.

👉When people are uncertain about a choice, they look to others who seem more knowledgeable or experienced. Seeing a crowd at a restaurant signals to you that it's likely a good choice, reducing your uncertainty and helping you make a decision.

2. Similarity

Picture a new mom shopping for a baby stroller.

She comes across a review from another mom with a similar lifestyle, praising a particular stroller for its ease of use and durability.

Feeling a connection with the reviewer, she decides to buy the same stroller.

👉People are more influenced by those who are similar to them because they can relate to their experiences. When someone like you endorses a product or service, it feels more trustworthy and relevant, increasing your confidence in making the same choice.

3. Many

“Popularity begets popularity.” —Robert Cialdini

In one experiment, researchers randomly designated a never-before-heard song as popular on a music site…

The result was that it got downloaded and listened to SIGNIFICANTLY more, making it even more popular…

The underlying principle is that:

👉People believe that the crowd is typically right.

This principle is at play when you’re browsing for a new book to read and notice one with thousands of five-star reviews. The sheer number of positive reviews convinces you to give it a try.

Or, when you find yourself trying to choose which plan is right for you, and you decide on the “most popular” option.

Like this:

Or like this...

The Proof Machine Process

Once you understand the psychological principles behind social proof, you can use them as the foundation for building a proof machine that helps your business bring in new customers.

Step One: Identify Common Objections (Uncertainty)

Start by listing out the most common objections or concerns potential customers might have about your product or service.

These could be related to price, effectiveness, usability, quality, or any other potential doubts.

If you’re having trouble getting started, you can use AI to help you. There’s an AI prompt to help you get started at the end of this newsletter. 🤓

Step Two: Seek Relevant Testimonials (Similarity)

Gather testimonials from customers who share similar characteristics with your persona (target audience).

These testimonials should address the common objections you identified in Step One. Ask them about their initial concerns and how the product or service met or exceeded their expectations.

Step Three: Place Strategically (Many)

Strategically place your testimonials where they will have the most impact.

This includes your website, landing/sales pages, email campaigns, and so on.

The key is to make sure that potential customers see these testimonials at crucial decision-making points.

Start Building Your Proof Machine Today

The power of social proof can transform your marketing and drive substantial growth for your business.

But building a Proof Machine isn't just about collecting testimonials—it's about creating a system that consistently turns potential customers into raving fans.

By understanding the psychology behind social proof and strategically leveraging it, you can significantly boost your credibility and conversion rates.

So don't wait—begin building your Proof Machine today and watch your business grow!

🤖 AI Prompt to Help You Gather Effective Testimonials 🤖

Just copy and paste the prompt into a Word document. Then add any relevant information about your business to it.

The last step is to copy & paste it into your AI of choice and see what you get!

🤖 BEGIN PROMPT

You are a marketing expert helping a business identify the most common objections or concerns potential customers might have about their product or service. The business offers [briefly describe the product/service]. The goal is to address these objections in their marketing materials to build trust and increase conversions.

Product/Service:

###

[Describe the product/service in detail]

###

Persona:

“””

[Describe the target audience, including demographics, interests, and needs]

“””

Features and Benefits:

$$$

[List the key features and benefits of the product/service]

$$$

Provide a detailed list of the most common objections potential customers might have, including:

The specific objection or concern. A brief explanation of why a customer might have this objection. A question that can be sent to past customers to gain a testimonial countering this objection.

END PROMPT 🤖

Thanks So Much for Reading!

Speaking of social proof…

I'd love to hear what you think about this newsletter. Your feedback helps me improve and keeps the content relevant and valuable for you.

If you have a moment, click here to share your thoughts or leave a testimonial. Your experiences and insights could help others decide to join our community!

Keep Learning,

Nicholas

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