From: alexhormozi
Proof and testimonials are critical for building trust and convincing potential customers, especially when starting a new business [02:50:00]. The speaker emphasizes that having strong proof is more impactful than an amazing offer with no evidence to back it up [03:05:00].
Why Proof and Testimonials Matter
- Credibility: Proof answers the fundamental question, “Why should I believe you?” [02:54:00].
- Believability: Customers need to see proof that is similar enough to their own situation to believe that your solution will work for them too [03:16:00].
- Foundation for Growth: Proof and testimonials are essential before scaling advertising efforts [04:47:00].
Obtaining Proof and Testimonials
The speaker’s journey to accumulate proof involved several stages:
1. Starting with “Homies” (Friends)
Initially, the speaker offered free fitness training to friends to get “before and after” pictures and testimonials [02:31:00]. This step was crucial for gathering initial results [02:48:00].
- Variety of Results: The testimonials from this phase included a guy who lost 50 lbs, a girl who lost 50 lbs, and a guy who achieved a “recomposition” (same weight, but significant body changes), covering different “avatars” or customer types [03:21:00]. This variety inadvertently helped later to demonstrate effectiveness for different goals [03:32:00].
2. The Free Training Project
After working with friends, the speaker launched “The Free Training Project,” where clients donated 1,000 to a charity of their choice in exchange for three months of free training [01:09:00]. This model allowed him to continue gathering results and testimonials [12:26:00].
3. Transition to Paid Service (“Skinny to Swole” Project)
With a strong collection of transformation pictures and testimonials from the free phases, the speaker launched a paid program, “Skinny to Swole,” charging $200 a month for 12 weeks [12:42:00]. The existing proof allowed for a smooth transition of free clients to paid ones [12:50:00] and attracted new paying customers [13:23:00].
Lessons Learned About Proof
- “Walk the Walk”: You should be the most significant “walking billboard” for what you sell. It’s difficult to sell weight loss if you’re overweight or investing advice if you’re poor [20:23:00].
- Proof Over Promise: While a promise is good, prioritize providing proof, as it builds belief [21:13:00].
- Non-Monetary Compensation: In the beginning, accept non-monetary compensation like testimonials, feedback, and referrals as these can be more valuable long-term than immediate cash [24:03:00]. A banger testimonial can generate more money than what a client might have paid [24:08:00].
- Visual Proof: Incorporating images or carousels of transformations directly into posts can increase engagement and clicks [18:24:00].
- Inherent Proof: Referencing a long-term project (e.g., “for the better part of a year I’ve been taking part in a free personal training project”) can serve as inherent proof of dedication and results [17:19:00].
- Consistency: Consistent input leads to consistent output. Doing more, faster, and more consistently results in more consistent outcomes [34:24:00]. This applies to generating proof as well.
The speaker’s first advertising post formally announced being “open for business” and directed people to a website to see transformation pictures, which were the key “proof” for the offering [17:35:00].