Use Social Proof
We look for social proof before we buy things, go places, even choose movies. People love sharing their opinions, experiences, and preferences. And we benefit if we want help choosing how to spend our time or our money. But it’s not just about following the majority. It’s about trust. People feel safer knowing others have made the same decision. Bonus? The same decision led to a positive outcome.
In your sales copy, social proof does the same thing: it shows potential customers that others have already put their trust in you—and they loved what they got. Or at least that’s the assumption. It’s one of the easiest, most effective ways to build credibility, and when done right, it can be the difference between someone scrolling past or hitting "buy now."
So, how do you work social proof into your copy? Here are three ways to make it happen:
#1: Testimonials: Drop ‘em Like They’re Hot
The easiest and most effective form of social proof? Testimonials. These are straight-from-the-customer statements that showcase the real impact of your product or service. And don’t be shy—sprinkle them generously throughout your copy.
For example: “Since working with Marnee, I’ve found my brand voice and tripled my engagement on social media. It’s been a game-changer!”
See? It’s a quick, powerful way to show that you’re the real deal.
Action Step: If you don’t have testimonials, now’s the time to ask your happiest clients. People love sharing their success stories.
#2: Case Studies: Tell a Story with Results
Case studies take testimonials a step further by offering a full picture of how you’ve helped someone succeed. It’s storytelling meets stats—perfect for people who want more proof than just a quick quote.
For example: You helped a client revamp their website, which led to a 40% increase in sales. Break it down into a before-and-after narrative to show the transformation, and include the numbers to back it up. Bonus: the more specific you get, the more persuasive your case study will be.
#3: Numbers: Use Them to Show You’re Not Playing Around
People love stats—especially when they show measurable success. Numbers give your copy weight and make your results feel real. For example, “90% of my clients saw an increase in website traffic within the first month.” That’s a lot more convincing than just saying you’re good at what you do.
Don’t Just Say it. Show it!
We’re always selling something. Whether we’re trying to convince our friends to try a new restaurant we like, see a movie we want to see, or simply believe the results a products is delivering. Selling can fall flat when it’s just words. Selling is much easier with proof. That’s why crowded restaurants, thumbs up, four starts, or before and after photos work so well.
When it comes to selling your product or your service—show the outcomes, don’t just tell people about them. Use social proof to build trust, establish confidence, and help potential customers feel like they’re making a safe, smart, common decision.
Need help finding ways to gather social proof and incorporate it into your copy? That’s one of many ways a seasoned copywriting coach can help.
