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Resources for creating social proof

by stanigator
4 replies
I'm having trouble putting together this section of my sales letter.
Whatever I'm selling has brought results for a different market compared to what I'm targeting now, but I'm concerned that this is gonna be discounted by my target market.

From my knowledge, I believe there are a few ways to frame the credibility:
  • getting more relevant social proof by giving away a free sample or discount (and explain why they are done in that offer)
  • borrowing case study of other companies using a similar product or service to get a certain benefit
  • demonstrating the expertise/qualification from the marketing

What are the other ways of building social proof?
What books or articles you've read in the past explain this well?

Thanks in advance for your feedback!
#creating #proof #resources #social
  • Profile picture of the author splitTest
    One good way of "fudging it" is to offer "social proof" regarding your product category instead of your product itself.

    For example if you're selling Stanigator brand apples, you can quote Dr. Oz saying "Eating an apple a day is probably the best thing you can do for your skin," or say something like "90% of doctors recommend you eat an apple a day."

    Maybe there's something about your product that someone famous has endorsed.

    For example, your apples are the reddest. Well, the surgeon general says 'Red apples are the ones that keep your digestive system nice and clean."

    I guess you can call it indirect social proof. Okay, that's probably not exactly the type of social proof you want, but just thought I'd throw it out there.
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    • Profile picture of the author stanigator
      Originally Posted by splitTest View Post

      One good way of "fudging it" is to offer "social proof" regarding your product category instead of your product itself.

      For example if you're selling Stanigator brand apples, you can quote Dr. Oz saying "Eating an apple a day is probably the best thing you can do for your skin," or say something like "90% of doctors recommend you eat an apple a day."

      Maybe there's something about your product that someone famous has endorsed.

      For example, your apples are the reddest. Well, the surgeon general says 'Red apples are the ones that keep your digestive system nice and clean."

      I guess you can call it indirect social proof. Okay, that's probably not exactly the type of social proof you want, but just thought I'd throw it out there.
      After listening to some tapes, I thought of another indirect way to add social proof. Thanks for throwing this example in there.
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      • Profile picture of the author marciayudkin
        Stories can create social proof.

        There's that example of the beer factory being toured by a master copywriter who found one little thing about the process to highlight which all beers actually used but no one had ever highlighted before. I'm sure someone else on the forum knows exactly which beer and which copywriter I am talking about here and can fill out the example.

        If the social proof you have occurred in another industry, you can certainly tell the story in such a way as to obscure that fact.

        Hope this helps.

        Marcia Yudkin
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        Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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  • Profile picture of the author Jonwebb
    if you have no social proof, then you need to, take a different angle. I dont know your niche so I cant get you specific advice.
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