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So today I was invited to join a private, members-only community of business owners and marketers who send daily emails to their list. It’s called Daily Email House, by John Bejakovic.
Just one day in and it’s busy already. We’re discussing things like the aftermath of big mistakes on sent emails, growing our email lists, and our email writing process.
I think I'll learn a lot from the talented and successful group member. But you know what else I'm getting from here that is just as valuable as the knowledge?
Validation.
Oh, that super popular writer ALSO finds that half the morning has gone by and he's only written two lines? That famous marketer usually hates her first idea? HE panics right after pressing send?
The joys of knowing you're not alone can't be overstated. We humans just like knowing that there are others experiencing the same frustrations, challenges and feelings as us.
That's why social proof is the cornerstone of any good marketing. When we see that other people, people we relate to, liked a product and purchased it - we are a lot more inclined to buy it.
But just slapping testimonials onto your site is not quite enough. Social proof should be used strategically.
Let's say you sell a healthy energy drink. You know from surveying buyers that the biggest thing holding people back is lack of trust regarding ingredients. So many companies market their products as healthy, but it turns out to be unhealthy when you look at the fine print.
In that case, the most important social proof you should highlight is testimonials that specifically verify your claims about being healthy. Don't just put a running list of all the latest reviews - make sure to feature the ones addressing your buyer's biggest potential worry.
Choose the one that will make your potential buyer think, "Hey! That person felt just like me and they bought and liked this product."
For example, when I was writing the website for a niche escape room called "Peddlers & Parchment", we knew that many people landing on the website were escape room enthusiasts. They needed to be convinced that this experience wouldn't be a repeat of previous escape rooms. We had to reassure them that it would be a fun experience even for experienced escapists like them.
So one of the reviews we chose to feature was this: "I've been to quite a few escape rooms and this might have been the best. Clever puzzles, cool cultural nods, and the staff was SO friendly and kind. "
When another escape room aficionado reads that review, they automatically feel an affinity with the review writer - "Oh, she goes to lots of escape rooms, just like me". And they're that much more likely to head to checkout.
What's the biggest thing holding buyers back from getting your product? Which review addresses those fears?
Go find it and make it the star of your product page.
Humans love company,
Chavy