As a savvy marketer, you know what goes into selling a new product online – an awesome product, an outstanding sales pages, lots of traffic, and good conversion rates. Having the awesome product is probably the easiest part, while getting good conversion rates may be the hardest. So how can you convert prospects into loyal customers?
Proof. Social proof, that is.
One of the best ways to tell the story about your product or service is to demonstrate the benefits – show people that what you promise is what you deliver. When prospects know other people have used your product and read about the results, they’re more likely to click on that “buy now” button and make a purchase.
How do you convey social proof on your sales page?
Here are 5 ways to demonstrate how your product/service solves your prospects problems and makes their lives easier.
#1. Testimonials – the power of praise
I strongly believe in the power of praise that comes from your customers and satisfied clients — past and present. As ad man David Ogilvy said: “If you include a testimonial in your copy, you make it more credible. Readers find the endorsements of fellow consumers more persuasive than the puffery of anonymous copywriters.”
What types of testimonials should you use? Ones that illustrate how your customers successfully put your product/service to work for them. You want more than “it was good” or “I loved it.” Look for feedback that communicates results such as “Your service increased my income by xx dollars,” “Your product helped me lose xx number of pounds in just 2 weeks,” “I got rid of my back pain in xx number of days.”
For more details on how clients can praise your good graces with testimonials, click here.
#2. Case studies – showing before & after results
These are a form of a testimonial, but more detailed. A case study shows where a person or business was before the purchase, how they used the product, how long the results took, and what the results were.
People like the specifics and the “before and after” story paints a picture they can relate to.
#3. Videos – take prospects on a tour
Not only tell prospects about your product, take them on an inside peek with video. With Internet viewers spending more than 63% of their time watching videos, this is a great marketing tool – growing in popularity. There’s a reason YouTube has become the 3rd most visited Web site and the 2nd largest search engine.
A video demonstration of how to use your product shows prospects exactly what to expect. Give viewers 10 tips or 5 pointers that catch their attention and create desire. If your product is an e-book, you can show them the table of contents and a page here and there. You can also highlight and talk about any bonuses you may be offering.
#4. Flash your credentials
Are you a published author, been an expert in the field for over 10 years, been quoted in a newspaper or interviewed by other experts in your industry? Write about it on your sales page.
These credentials help you build credibility and paint a picture of you as an authority on your subject.
#5. Free trial period
Sometimes you can get the “tire-kickers” to buy if you get them behind the wheel for a test drive. If it makes sense for your product/service, consider offering a 14 or 30-day free trial and encourage prospects to try out what you have to offer.
Touch base with them during the trial period to see how they’re doing and answer their questions. Deliver good customer service and at the end of the trial period, a happy prospect may become your next loyal, paying customer.
To convert prospects into customers, take advantage of social proof on your next sales page. Or, if you already have one, go back and incorporate one or several of the above techniques and see what a difference it makes.
Are you offering your prospects social proof? If so, which tools do you use? Please share them in the comment section below. I’d love to hear from you. Thanks!
About Debra: Former President of the Rocky Mountain Direct Marketing Association (RMDMA) freelance copywriter Debra Jason is a seasoned copywriter with more than 25 years of experience. Owner of The Write Direction, she offers copywriting services for Web and direct marketing communications - delivering captivating content that converts your prospects into loyal customers. Debra is also a recipient of the RMDMA’s Creative Person of the Year Award. 
Beautiful article Debra. I’m sure it will be useful to many.
A few things come to mind:
#1.Testimonials
I’ve recently heard Susan Bratton interview Sean D’Souza on his strategy for getting fantastic testimonials for your product or service. He has come up with a whole technique involving asking 6 questions to get great testimonials. The interview can be found at: http://personallifemedia.com/podcasts/232-dishymix/episodes/175050-sean-d-souza-secret-life
#3.Taking prospects on a tour of your products is probably one of the most powerful ways to build trust and remove the resistance many first time buyers have. It shows that you have nothing to hide and gives your customers a heads-up of what to expect. This technique is demonstrated beautifully by Kim Roach on her Traffic Dashboard video: http://www.youtube.com/watch?v=nsfisyxwjrE
#5.Giving a product away or giving a free trial period is probably the easiest way to sell. That has been one of Russell Brunson’s motos and he has succeeded immensely by implying it. So has Frank Kern and many others. In fact, I remember landing on one of Frank’s sales videos through a Facebook ad. The free video was very helpful and followed by another video upselling another course by Mr Kern. I don’t know exactly why, but I felt so happy and cheerful to buy it regardless of the high price point. Was it Kern’s charisma?
-Another form of social proof that is widely used now is to launch your product or give-away product and ask people to comment on the page. Marketers would normally use Facebook comments for that. This way they only get tons of social proof but they also get extra traffic from Facebook. Some marketers who use this technique regularly are Frank Kern, Eban Pegan and Joe Barnes.
Cheers,
Adam
Thanks Adam for sharing those resources. I love the one you added about commenting. Not only can it build social proof, but it helps others when you share your insights.
Many folks contact me asking for the template I often use to gather testimonials. You can request a copy of it when you click here to read the article I wrote about the subject.
Hope your week is getting off to a great start.
Best,
Debra