4 Ways to Gather Social Proof Before Launching a New Product or Program
Why social proof matters and how to leverage it to drive sales for a new offering
Are you working on the sales page for a new product or program? Maybe this is your first ever?
How exciting!
Before you find yourself frustrated though, it’s important to address the fact that there is one essential element you’ll be missing, whether you’re using a copywriting template, a sales page checklist, or your swipe files to model sales pages you love.
That one thing is TESTIMONIALS.
The fact that you have yet to gather applicable client/customer feedback.
Not to worry!
Here are four types of social proof you can use UNTIL you can gather specific testimonials for your new offering…
1 Testimonials about what it’s like to work with YOU.
Kind words about YOU paint a picture of what it will be like for others to work with you too. These testimonials are just as powerful as the results-driven ones — sometimes more so!
One of the most common things past clients and course participants have said about me is I am incredibly generous.
In a world where coaches keep clients at arm’s length until or unless they are willing to invest further, this is a positive thing for my future clients to discover about me.
2 Testimonials sharing RESULTS achieved from your other offers.
Your ability to help your clients get results regardless of the specific program or service builds a bridge of trust that you’ll do the same with each new offering.
Become intentional about sharing the cool things your clients are doing because of your expert advice.
3 Quotes from leading EXPERTS that corroborate your claim or method.
It’s one thing for you to say XYZ. It’s another thing when your community hears another renowned expert say XYZ too.
When your audience hears the same advice from multiple sources, it strengthens and edifies your expertise.
4 Endorsements about the STRATEGY itself.
About ten years ago, I launched a program called Virtual Events Made Easy (now, Meet Play Love) to teach online entrepreneurs how to plan and produce a tele-summit (now referred to as just a ‘summit’) to create visibility and grow an audience through strategic collaboration.
I had successfully hosted a number of multi-expert events, and helped my clients to as well, but I hadn’t taught the subject — yet. So, I asked my business girlfriends who had partnered with me in my events or had done one, too, to share results and opinions that exemplified how hot the strategy was. Summits are still a great catalyst for list building and product/program launching even though they’re a lot more popular now.
A thumbs-up for you, your other offers, and the strategy itself are often more than enough evidence to lead an ideal client from interested in what you do to fully invested in working with you.
And a bonus tip:
If you want to fast track product/program-specific testimonials, consider gathering a group of BETA testers who are excited to have first-time access to your new offering.
Your community gets advanced access to a new product creation experience at a fraction of the future price, plus any additions or modifications made due to their candid feedback and testimonials.
I’ve done several beta programs over the years, and everyone wins!
The bottom line about social proof is your potential clients want to know — Have others invested in your products or services? How did that decision work out for them? What kind of results did they get?
Social proof demonstrates that other people — some just like you — have purchased your products and programs and enjoyed results from them.
Adding this real-world feedback to your sales page can significantly increase your sales results.
Now that you understand the importance of social proof, it’s time to take action and enhance your sales page. Follow these steps:
- Identify which type(s) of social proof will be most relevant for your new offering: testimonials about you, results achieved from other programs, quotes from industry experts, or endorsements of the strategy itself.
- Reach out to past clients, course participants, or colleagues who can provide testimonials or endorsements. Ask them to share their positive experiences and results.
- Seek quotes from leading experts in your industry who can support your claims or methodology.
- Craft compelling narratives or highlight specific case studies that showcase the success achieved through your programs or services.
- Integrate the social proof elements strategically into your sales page, placing them prominently to capture visitors’ attention.
- Consider launching a beta program to gather product-specific testimonials. Offer exclusive access to a select group of individuals who can provide valuable feedback and testimonials.
- Monitor the impact of social proof on your sales page and make adjustments as needed adding in new testimonials, endorsements and social proof as you go.
By implementing these steps, you’ll create a sales page that instills trust, credibility, and confidence in potential clients, leading to increased conversions and sales.
P.S. Shout out to those of you who are successfully selling — are there types of social proof you’d add to this list?
My greatest passion is to expand what women believe is possible through entrepreneurship and self-leadership. If this post has inspired you in some way, I hope to meet you in the comments. Your thoughts and feedback are appreciated.
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