A four-part framework for social proof: recent testimonials beat old ones, photos and videos beat text, show volume when you have it, and capture the customer's pain and transformation. Most businesses already have the proof they need, just not organized.
When you're starting out, you wanna capture as much proof as humanly possible. I'll give you 4 very good things that you can do to make your proof more compelling. Number 1, recent proof is better than delayed proof. So if proof was 5 years old, proof that's from last week is gonna be more compelling. Second is you want it to be as visual as possible. Someone saying, "Hey, I lost 20 pounds," is not as compelling as the picture of them losing 20 pounds. The third component for proof that I'll give you is you want high volume. And the nice thing is that most businesses actually have a lot more proof than they know they do. They just never capture it. If you have 100 5-star reviews on Yelp, that's like a mediocre Yelp account. But if I screenshot 100 of those and then I frame them and I put them on my lobby wall from floor to ceiling, it's overwhelming the amount of proof that is. And the fourth element of proof is that you wanna capture pain. The pain relates to the customer or prospect where they're currently at. If you start with pain, they relate to the person, and then you can take them through the story of them getting the result.
