Social proof is a critical and essential element to building your business. You may have the best sales scripts and the most compelling sales copy on your website, but without others saying how much you have impacted their lives, your credibility wanes. You know your program is unique from your competition; but the conundrum is how to communicate this with potential clients so they commit their business to you.
A few methods to add social proof to your marketing strategy:
1. Before and after photos: Photos are one of the most compelling visual aides to a potential client. Post photos on your website or have a binder with clients' stories and photos to share with potential clients.
2. Video testimonials: Video is one of the most powerful mediums online; and don't worry about having polished, edited video. Unedited, off-the-cuff interviews with your clients send a message of approachability and can communicate the genuine impact you have on your clients.
3. Written testimonials: For those clients who prefer to put in writing how much they love you, a written testimonial is a powerful option.
4. Video/audio interviews: Do a brief interview either in video or audio recording where you ask your client about their experience and then share it with your followers.
You want testimonials to be as genuine and authentic as possible, but it may be difficult for your client to offer you a testimonial because they may not know where to start. Give them some structure to work with. Here are a few questions you could offer them to help guide their testimonial:
1. What were your biggest frustrations before you started my program?
2. What other programs did you try before and not find success?
3. What is your favorite result that you've experienced since starting my program?
4. How would you say my program is different than others you've tried?
So, how do you get testimonials from your clients? Simple: ask. When you've had an impact on a person's life, they are often more than happy to provide you with something in return; often not expecting anything (so you shouldn't feel as though you need to offer any sort of "compensation" or "incentive"). If you're new to the industry and just getting your business up and running, offer 2-3 people 4 weeks of your training program at a discounted rate in return for their testimonial to start building your business.
Define your ideal client and provide social proof that will help target that ideal clientele. Social proof speaks volumes over even the best salesperson and will give you the edge you need over your competitors.
