Page 17 - iNET magazine.June.2021

Social Proof

Marketing

Secrets

By Troy Howard

n my previous article, I taught you the importance building you ask your five raving fans to wait in the car
of social proof and how to effectively capture it to while you go make the sale on your own. You would
Igrow your business. Now I am going to teach you be crazy to leave your best clients in the car instead
3 ways to integrate that same social proof into your of letting them rave about you to the potential client!
marketing just like the top businesses in the world. That is what happens if you don’t fill your website with
This proven method will walk your prospective clients social proof.
down a well-crafted path to purchase from you. That is why the first place you want to start adding
your social proof is on your website. This is one of the
Stop Selling Yourself most visited sources of information about you. Most

Over the past 22 years, I have worked with thousands people will fill their website with pages and pages of
of small business owners. One of the biggest mistakes photos, quotes, and tons of sales content. Then as an
they make is focusing too much on selling themselves afterthought they will squeeze a few testimonials onto
and their services in their marketing instead of letting the bottom of their homepage and bury a testimonials
others sell for them. I’m not talking about hiring a page somewhere in their website that no one will ever
salesforce to hit the streets. I’m talking about creating see. Does that make any sense? Are they bringing their
a group of clients that are fanatical super fans and raving fans to the meeting or locking them in the car?
leveraging their stories to create marketing that will First, you need to have raving reviews or testimonials
close sales every time. Numbers don’t lie, people will on your homepage in the top half of your website. They
believe your fans more than they will ever believe you need to be visible right away and stand out. Website
when it comes to talking about what you can do for visitors will skim your content but they will stop and
them, so stop selling yourself and let your super fans check out social proof, especially reviews because
do it. they are third party verified and therefore are more
Website…Your 24/7 Salesperson believable and trustworthy.
Imagine you are driving to a meeting with a potential Second, you need to have a page dedicated just to
client that you want to sign up and you have your five reviews. Don’t call it testimonials because people are
best clients in the car with you. The whole ride over trained to skip over testimonials and look for reviews.
they are telling you how awesome you are and what Put all your reviews and testimonials on this page,
a great job you did for them. You reach the meeting especially if they are videos. People will watch a video
location, jump out of the car, and before you enter the review before they will read testimonials.

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