Social Proof

Maximizing Trust With Potential Customers Looking For Your Service

  • Build Instant Credibility With Potential Customers

  • 4 Different Ways Of Social Proof & How To Get It

  • The 1st Piece Of The Equation

Build Instant Credibility With Potential Customers

Why is Social Proof so valuable, and what does it do for you?

Picture this, you're looking for someone to come inside your house and give it a nice deep clean. You do what everyone does and google for the answer. You type in "House cleaners near me" and a flood of businesses pop up. Now you're looking through Google to decide who to hire!

What's the 1st thing you look at before clicking on their site?

Phone Number? Where they're located?

No of course not, you're looking at their Reviews!

If Business A has a 3 Star Rating with 15 Google Reviews and Business B has a 4.5 Star Rating with 284 Google Reviews, who are you going to call first?

If you answered Business B, congratulations this is for you and you understand the importance of Social Proof!

Now here are 4 different pieces of Social Proof And How To Get It

Social Proof, How To Get It & Use It In Your Business

Before we break down the How-To, let's define the different aspects of

Social Proof

-Online Reviews! this applies to Google, Yelp, Facebook and other platforms where customers can let the public know about their experience with your Business on a scale of 1-5 Stars (Usually)

-Testimonials in both video & written form are detailed experiences that your customers have with your business and how it helped them with their problems

-Word of Mouth, this is when a customer of yours tells their friend, family, or Acquaintance about your business

-Appeal To Authority, this is where you see those 4/5 Dentists recommend, Influencer Marketing or PR pieces come in. Appealing To Authority is when someone with a Perceived Authority talks about your business, service, and products

Online Reviews

Online Reviews are a phenomenal way to show off to your customers just how good your service really is on the world's most popular platforms! Here's how to collect more.

Tap Tags. This is possibly my favorite thing ever, Tap Tags lets your customers scan a QR code on their phone and leave a Google Review right then and there! They are also incredibly inexpensive, for $20 a piece you can hand them out to any of your Customer-Facing employees and integrate asking for a review into your Sales Process.

Special Offer, this is another great strategy that covers both keeping customers coming back & to receive a Google Review. Plus psychologically, it'll get them to want to leave you a great review! What this is, is you tell a customer "please leave us a Google Review and your next "Order, Service, Appointment" will be 10% off. Keep it simple

Just Ask, there's not much more to this if you have provided someone with your best possible service, just ask them. If you're afraid to ask, ask yourself Why? Could you have done better? Did you really go all out for that customer? Don't be afraid to ask, you've done great work! Others should know about it.


Testimonials are your most valuable weapon when it comes to convincing other people to purchase from you. Especially video testimonials and Before & After photos! Testimonials are different than Reviews, Testimonials can be placed on your site, used for Landing Pages, and even used for Advertisements! 1 Video Testimonial is worth its weight in gold, here's how to get more...

Chemistry, video testimonials are personal, can be kind of awkward, and a little uncomfortable. The difference between a Google Review and a Testimonial Video is Chemistry. Did you solve an extra hard problem? Did you go above and beyond? Was a mistake made and you quickly solved it? Did you and the customer just click? That's where the difference between a simple Google Review and a Video Testimonial comes in.

The only real strategy that works here is to Just Ask. This is why I put chemistry first because it requires a bit of feeling around and requires a little bit of gusto to ask for one.

A Secondary Strategy is to offer something special. For example, if you have a lower ticket service (Under $100) . You can say something along the lines of "Hey you'll get this haircut for free if I can shoot a short video of you talking about your experience".

Word Of Mouth

Word of Mouth is the most important aspect of Social Proof for your business. It's the only true way of exponential growth! Let's break down the math.

You have 1 Customer.

That 1 Customer tells 2 of his friends about your business.

Those 2 friends tell their 2 friends.

So now that 1 customer has led to 4 new customers and I'm sure you now understand the power of Word Of Mouth so let's talk about How To Get It!

Truthfully, there's no formula created that will guarantee you receive the Word of Mouth Effect but there are a few variables that we can all control.

Results. This is Step 1. Did your customer receive the results you promised them when they gave you money? How fast did they get those results? Were there any hiccups in receiving those results? Any mistakes made? I know this seems simple enough BUT step 1 in creating a Word of Mouth Worthy Business is just giving your customers what you promised them they would receive.

Experience. This is the 2nd Piece. So you gave them what they were looking for now what was their experience like receiving it?

-A Few Examples-

You Own A Business Where Someone Walks In:

Greeted with a smile?

Lobby smells nice?

Friendly staff?

Clear directions?


Enough seating?

Offered a beverage?

Have something for the kids?

You Own A Business Where You Go To The Customer:

Technicians smell good?

Clean shoes?

Friendly at the door?

Showed up on time?

Gave them clear expectations on when you'll be there?

This is why there really is no formula to creating a Word of Mouth Worthy experience. It's all the little Soft Skills that goes into your Customer Interaction but is still the MOST IMPORTANT piece of growing your business.

1. Results

2. Experience

Appeal To Authority

Appealing To Authority has done wonders for every Toothpaste, Medical Product, Deodorant, Face Wash, Body Wash, Shampoo & Condition, etc.

It's why in every ad you'll see 4/5 Doctors recommend, 8/10 dentists recommend, a celebrity, an industry-related leader, etc. because it's just that powerful!

The good news is that creating an Appeal To Authority is incredibly easy, just costs money (most of the time).

Now here's how

1. Identify who/what would be a leader in your Target Market's eyes

(This could be a type of person, a place, an experience, an ad placement, or time.)

2. Put that/them in your ads

Creating an Appeal To Authority gives you immediate trust with your audience by showing them Who They Believe is a leader.