Ever seen advertising for a fitness program? There is usually a before-photo and a after-photo of a customer who has followed the training.
On the left side is a "before" photo of a shirtless, limp man. He is pale. Average appearance. He does not smile.
Then the same guy on the photo magically transforms into a big, bronzed Greek god with a pack of eight cobblestone abdominal muscles. His biceps are the size of bowling balls. He is ridiculously happy.
They hardly look like the same person. But that's the point, is not it?
You can refer to the guy on the left, but you want to be the guy on the right. If lefty could do it, you can too!
I may exaggerate this a bit to clarify my point of view, but here's the point: social proof works.
What is social proof?
At the heart of social proof: If people are insecure, they will ask others for advice. In marketing, Social Proof can be a powerful psychological trigger to get people to buy a product or service.
Social Proof is so effective because it helps your customers make a safe decision. They provide evidence that your product is beneficial, has more fans than just your mother, and can positively change people's lives.
Related Topics: Email Marketing Statistics: We've analyzed 1,000 emails from today's top experts.
Fortunately, you do not have to get your customers to work shirtless to prove that your product works. (If you're not in the fitness industry, that would be … awkward.) There are other ways to do that.
5 Ways to Include Social Evidence in Your Emails
Social Proof # 1: Quotes
Ask a satisfied customer for an offer why he loves your product or can not wait to test it. Or access quotes and comments from your social media feeds.
When a new subscriber reads that others are excited about your product, they are more likely to take action.
Jonathan Goodman, founder of the Personal Trainer Development Center, uses quotes from his social feeds as proof of satisfied customers. This boosts sales in its latest issue of Fitness Marketing Monthly, a print newsletter sent to subscribers' doorsteps.
Social Proof # 2: Numbers
Marketing professionals are constantly using data to convince people to buy or donate to a specific purpose. They call it the "Statistics Appeal" and are based on research that shows that people generally trust numbers. So use numbers and statistics directly related to the success or quality of your product to give your product the perceived weight.
Brian Dean, the SEO expert behind Backlinko and an AWeber customer, uses his numbers to prove why he is an SEO expert on YouTube. He uses this as social proof of why you should register for his course.
Social Proof # 3: Reviews
Do you have 5/5 stars on Amazon or Google? Let your subscribers know!
Great reviews or reviews provide social proof that others recommend your company or products. This can force potential customers to click on the order page or view the reviews. If your subscribers see that others are taking positive action, they are more likely to buy.
Below is how Henneke Duistermaat of Enchanting Marketing ends her 16-part writing course with links to the purchase of her two books. She also points out that both received 5/5 stars.
See Also: FREE Course: What to Write in Your Emails (Over 45 Downloadable Email Templates)
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