From: alexhormozi
In the world of business, proof and testimonials serve as a more compelling sales tool than any promise. Beginners often focus on creating “grand slam offers” with numerous bonuses and guarantees, yet fail to generate sales because they lack tangible evidence of success [00:15:00].
Instead of elaborate promises, prioritize showing what your product or service has already achieved for others [00:15:00]. A product with 1,000 testimonials will outperform one with an amazing, world-promising offer because proof directly demonstrates the likelihood of a result [00:15:21].
Why Proof Trumps Promises
Proof functions as an approximation of the likelihood that a customer will achieve a desired result [00:15:48]. It builds belief and trust, which are crucial for sales [00:13:14].
Getting Started: The Free Approach
To begin accumulating proof, it’s highly recommended to start by offering your services for free [00:11:29]. This strategy lowers the stakes for you and the customer, allowing you to gain experience and gather results without the pressure of payment [00:11:54].
If you don’t have testimonials, potential customers have no reason to believe your claims [00:13:05]. Starting for free provides the necessary data to build conviction and confidence in your offering [00:13:23].
Working with clients for free can generate revenue in three ways:
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Testimonials: They can provide written or video feedback [00:14:25].
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Referrals: Satisfied clients can refer new, paying customers through word-of-mouth [00:14:28].
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Conversion to Paid: If you do an excellent job, they may opt to stay on as paying customers once the free period ends [00:14:32].
“You do such a good job that they’re like, ‘I don’t want this to stop,’ and then you say, ‘Great, now you can do it in exchange for money because I can’t do this anymore in exchange for nothing because I have enough demand because I’ve done a good job that I have these referrals and I have this proof that people do want to pay me for my services.‘” [00:14:43]
Maximizing Your Proof: Four Key Elements
To make your proof and testimonials as compelling as possible, focus on these four aspects:
- Recency: Recent proof is more effective than older proof. A testimonial from last week holds more weight than one from five years ago [00:16:11].
- Visuals: Visual proof is significantly more compelling than text [00:16:18].
- A screenshot of a bank account reflecting profit is better than words [00:16:22].
- A picture of someone who lost weight is more impactful than a statement that they lost 20 pounds [00:16:28].
- A video of a weigh-in and weigh-out is even more powerful [00:16:32].
- Volume: Most businesses have more proof than they realize but fail to capture and leverage it [00:16:41]. Screenshot reviews from platforms like Yelp, Google, and Facebook and display them prominently to create an overwhelming amount of social proof [00:16:51].
- Capture Pain: Testimonials that begin by describing the customer’s initial pain or struggle convert significantly higher [00:17:37].
- Starting with pain allows prospects to relate to the person providing the testimonial [00:17:57].
- The story then moves from pain to the achieved result [00:18:09].
- Starting with the end result can feel too disconnected and less believable [00:18:12].
Timing is Everything: When to Ask for Testimonials
The best moment to request a testimonial is at the point of greatest customer satisfaction [00:18:27]. This contrasts with the ideal time to sell, which is at the moment of greatest pain or deprivation [00:18:32]. For example, if you just finished a delicious meal, that’s when you’d enthusiastically praise it, not when you’re still starving [00:18:41].
Customer Engagement and Feedback
Directly engaging with customers is vital for gathering insights and strengthening relationships. This includes:
- Talking to Super Users: High-value, highly invested users provide invaluable feedback for product improvement and future development [02:22:00]. Their insights can lead to faster, more confident business decisions [02:28:13].
- Turning Customers into Super Fans: A single phone call can transform a neutral customer into a Super Fan by showing you care and sharing your business’s story [02:29:11]. These Super Fans are more likely to stay longer and generate significant word-of-mouth referrals (10 to 50 more people) [02:29:25].
- Addressing Cancellations/Refunds: When customers request to cancel or refund, it’s an opportunity to understand what went wrong [02:39:40]. By actively listening, empathizing, and asking “What would it take to make this right?”, you can often resolve issues and retain customers, while also gaining crucial feedback to improve your product or service [02:40:03].