Matthew Gillogly explains why prospects second-guess booking appointments and how social proof like testimonials can close the gap between form submission and showing up. Third-party evidence works better than your own claims.
Most people, what they do is their marketing for new patients is pretty bad. And what they do is they run ads and they expect people to show up and be ready to buy. What they don't realize is there's a gap that exists between from the time that your customer fills out a form and the time that they come into the office. And the entire time they're thinking to themselves, what the bleep have I just done? And they then get left to their own devices and they start to Google or talk to their friends. So you have to control the narrative, and that's where one of my favorite tools in the world is the use of social proof. Now, what is social proof? Social proof is exactly that. It is one of the most powerful ways to convince people that you are worthy to do business with. And guess what? It's never done in your voice. Because if it's done in your voice, it's bragging. Okay, now I understand it ain't bragging if it's true, but you're going to come across as a bragger.
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