One of the things that shows up a lot in your feeds, on Instagram, on Facebook, on LinkedIn, are testimonials and social proof or case studies. Your goal should be a 7 figure testimonial. I want to talk with you about how to use them and how not to use them, because one of the things that I see people do with testimonials and social proof is to completely destroy the concept of showing results by ruining the credibility that you’re trying to build.
I mean, the idea is that you want to post something that’s going to add to your credibility so that people are like, “Okay, it’s not taking a chance. This is someone who actually gets results.”
Anatomy of a Good Testimonial
If you know anything about me you know, first of all, you have to start with a results-oriented program. If you don’t have something tangible to show, then all you’re showing is fluff, like “this is a nice person to work with, they’re really awesome”, but you need results orientation. That’s the first thing.
The second thing is that your 7 figure testimonials and social proofs should go to resolve a particular concern. The particular concern is something like this is going to take too long, it doesn’t work for a business like mine, you haven’t been in business long enough doing this, or you don’t have the experience.
When you post a testimonial or social proof, you need to add that value to your audience. The audience is looking for you to explain something in a way that they’ve never seen before or that answers a question that they have.
One thing that people do a lot, which is just totally breaking this rule, is to just post raw results from people, no information about who it was, no information about what problem they were struggling with. And you’ve seen stuff like this before. You see people who post testimonials or something online that just shows a little image of someone going, “Just made a thousand dollars, woo!” or, “Couldn’t love this any more!”
But we don’t know anything about them, and so your audience, though they may get caught up the short term excitement, has no idea whether or not that testimonial has anything to do with them at all. So, you’re missing an incredible opportunity to, basically, build a case study.
The Real 7 Figure Testimonial: A Case Study
A case study is, literally, who did it, why was it complicated, what was the solution, and what were the results when we actually put the solution in place? If you want to post something about a client who made money or did really awesome, that’s great, but explain what the situation was, what the complication was and how you fixed the problem. Don’t just go out there and go, “Woo hoo, we made a ton of money.” That’s a self-aggrandizing. It is not of value for your customer, or to the person who’s reading it.
Think about it from their perspective. Don’t just think about trying to get your name out there or impress people. That is not your job at all. Your job is to add value and answer specific questions that come up as objections for your ideal client. A true 7 figure testimonial is a case study – with context and results.
Provide Context for Your Social Proof
I just want to let you know that’s something that a lot of people make a lot of mistakes with. They just post results with no context. It does not help anyone. If you see that from just someone randomly on the internet, does it affect you? No. That’s not going to be a 7 figure testimonial for you.
Now, if it’s someone who you are considering buying from, maybe, but without any context, what this person can actually provide for you as an individual, it’s not helpful. The same thing’s true for you, so don’t do that. Make sure you turn your testimonials and social proof into case studies by creating context.
Now, for those of you who work with bigger corporations or even entrepreneurs who are charging high ticket prices, you will want a case study that’s written out and looks really solid and is a good outline of all of the pieces and parts that will answer these objections for your clients. So, I’ve got an outline for you if you want it. Put a comment in the comment feed here and I will get it over to you to your inbox. It is, basically, a case study outline that shows you exactly how to put a case study together. You, obviously, have to fill in your own information here, but that’s at least a good starting point if you’re looking to put a really solid case study together.
Remember, don’t just blather on on social media about all the awesome things that your clients are doing. Give context, be of value, teach something, show some context so that people know what to do. That’s the power of a true 7 figure testimonial.