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👋🏻 Welcome to week 40 of sassy, straight-to-the-point insights on messaging strategy & copywriting. (Did someone forward this to you? You’re in good company. Join us!)

If you could only use one marketing strategy ever again, what would it be? For me, there’s no question: social proof.

And, yes, I’m willing to (figuratively) die on this (proverbial) hill.

If you’re like most buyers, when faced with a buying decision, one of the first things you do is ask a friend for a recommendation or look at reviews. And the bigger the purchase, the more heavily you rely on these insights.

That’s because we’re highly influenced by the actions of others. When we see other people—especially those we respect—using a product or service, it’s instant credibility.

Just ask Andy. 👇🏻

​In case you missed it, I asked people to make a few predictions on LinkedIn. (And, yes, it was accompanied by social proof.)

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Why social proof reigns supreme

I could’ve made a strong argument for most of the marketing principles listed in that post. But even though I definitely preach “know your reader,” social proof still wins out.

Why?

Because if you’re shopping for a service and you don’t have a recommendation (social proof), that means you’re starting cold. The business has to prove they have the best solution to your problem.

And they can tell you that:

✔ Clearly
✔ Concisely
✔ Using your language
✔ With a story
✔ Creating connection

But what’s your next step?

If you’re like most buyers, you’re going to look for proof.

Imagine you’re in the market for a website copywriter. You land on someone’s site or LinkedIn profile, and they have:

❌ No testimonials or reviews
❌ No case studies
❌ No logos or endorsements
❌ Little to no followers…

Even if they say all the right things, a lack of social proof creates friction.

I’m not saying you can’t get clients without it. Hell, we all started somewhere. But if I look back at my easiest discovery calls and best-fit clients, unless there was a relationship there first, they came already convinced of my value because of social proof.

A recent client shared why he picked me to work with. His top three reasons?

1️⃣ My testimonials
2️⃣ People he trusts spoke highly of my work
3️⃣ My posts showcased expertise (and nothing cringy)

Because you can say all day long how wonderful it is to work with you, but your words don’t hold as much weight as what your past clients say.

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The huge mistake many businesses make

There are two ways businesses completely drop the ball on social proof:

They either don’t ask for testimonials, or they collect them but never share them. Both make landing new clients harder than it needs to be.

Not asking for testimonials is a missed opportunity. People won’t automatically hand them over. You have to make it easy for them. (I wrote a post on exactly how to do that.)

And if you do have great testimonials but never share them? That’s like having a glowing performance review and keeping it buried in a drawer.

And have you considered this? Sharing social proof isn’t just about helping yourself—it’s about helping your audience.

When someone is struggling with a problem you can solve, you’re doing them a favor by making it easy to trust you.

Think about it:

• You’re removing doubt.
• You’re giving them confidence in their decision.
• You’re shortening the time it takes for them to move forward.

People want reassurance before making a purchase. Your social proof provides it.

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The experts agree: social proof is non-negotiable

I’m not the only one who believes social proof is the most powerful marketing tool. Some of the top experts in buyer psychology and marketing say the same:

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Robert Cialdini, author of Influence, calls social proof one of the six universal principles of persuasion:

“The principle of social proof says so: The greater the number of people who find any idea correct, the more the idea will be correct.”

Katelyn Bourgoin, buyer psychology expert, talk about how customers don’t trust businesses—they trust other customers:

“Social proof is one of the most powerful marketing techniques on the planet. Less telling. More showing.”

Seth Godin, marketing thought leader, explains that people buy based on identity and belonging, not just logic:

“People don’t buy goods and services. They buy stories, relationships, and magic.”

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The takeaway? Social proof isn’t just about making more sales. It’s about reducing friction, building trust, and making your audience feel confident they’re making the right decision.

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How to use social proof well (hint: storytelling matters)

A testimonial by itself is fine. But a testimonial that tells a compelling story? That’s what creates belief.

Think of your best testimonials as mini case studies. Your audience needs to see someone like them, facing the same struggles they do, and overcoming them through your service. The more specific and narrative-driven your testimonials are, the stronger they’ll resonate.

When using testimonials, choose the best parts that:

✔ Highlight the before and after. What problem did they have before? What’s different now?
✔ Speak to a key objection. Were they hesitant to invest? What convinced them?
✔ Call out something unique about your offer. Why you over someone else?

Here are a couple before and after examples from my Brand Story Bootcamp sales page. (When you have permission, use names, titles, and photos for added credibility.)

Instead of sharing long, generic testimonials, pull out the most impactful pieces and use them strategically in your copy.

Want to see this in action? I’ve done exactly that in my new website copy—taking a powerful piece of social proof and pairing it with copy that reinforces my message. I only used part of the testimonial and bolded the most important part. Don't forget most readers are skimmers.

(Here’s a Google doc sneak peek. 😬)

Why Social Proof Works

Remember that post I referenced earlier, with the long list of copywriting principles? There’s a lot that goes into copy that actually converts.

Social proof isn’t just about trust—it’s like the Swiss Army knife of persuasion. (And that’s why I was able to narrow it down to choosing this one as the “hill I’ll die on”.) Let it do the heavy lifting for you.

Testimonials & Reviews

• Tell a story – A clear before-and-after is what sells.
• Are relatable – People trust people like them.
• Use language that connects – Your clients write your best copy for you.
• Show benefits, not just features – No one cares what you do. They care how it helps them.
• Spark curiosity – A great review makes people think: How do I get that?

Endorsements & Referrals

• Boost your credibility – When people your audience trusts vouch for you, credibility goes through the roof.
• Cut through the noise – A personal recommendation > your best sales pitch.
• Reinforce your brand voice – If multiple people say the same thing, your message is landing.

Case Studies

• Hook your reader – Every strong case study starts with a compelling problem.
• Speak directly to your audience – The best ones feel like: Whoa, that’s me.
• Stay clear & concise – No fluff. Just results.
• Drive action – They don’t just tell a story. They sell.

So if you’re not actively using social proof, you’re not just missing trust points. And you’re making your marketing work way harder than it needs to be.

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Just in case you're not convinced...

Ever notice how, once you believe something, you start seeing proof everywhere? That’s confirmation bias.

Once your prospect believes your offer might be right for them, social proof seals the deal by reinforcing that belief.

• People like me have done this and succeeded.
• I can trust this brand.
• This investment is worth it.

That’s why social proof is one of the most persuasive marketing tools you’ve got.

So, if you’re not leveraging social proof enough, consider this your (friendly but firm) nudge to fix that.

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Resource roundup

A couple, free resources I personally recommend: (see what I did there?)

☕ LinkedIn Latte & Caffeinated Conversations, with my friends Melissa and Wendy, kicks off today. If you’re reading this before 11am EST, you’re not too late! Or you can attend one of the next events on March 25th & April 22nd.

🗓️ Join me and other women service providers for a free Q2 planning retreat with Becky McCleery on March 6th. This is the only reason I kept my sh*t together in January when it all hit the fan.

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Before you go...

Time to practice what I preach. If you've been enjoying these newsletters, I'd be incredibly grateful if you could leave a quick note telling people why they should subscribe. (I use Senja to make this incredibly easy. Yep, that's an affiliate link.)

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Until next time,
Stacy

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P.S. Oh, and if you needed proof that social proof works… I just used expert quotes, and a sneak peek of my new website to back up my argument. 😉 Meta, right?

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