Podcast Summary
Proof builds trust and confidence: Using proof, such as testimonials, is more compelling than promises when selling products or services. Recent, visual, specific, and authentic proof builds trust and confidence, making it more persuasive.
Proof is more compelling than promises when it comes to selling products or services, especially for beginners. The speaker uses an extreme example of two individuals offering the same core product or service, but one makes grand promises with no solid proof, while the other has a vast collection of testimonials. The person with the testimonials is more likely to attract customers because proof builds trust and confidence. The speaker emphasizes the importance of capturing as much proof as possible when starting out. He suggests four ways to make proof more compelling: 1. Recent proof is more effective than delayed proof. Prospects are more likely to be swayed by proof that is fresh and relevant. 2. Visual proof is more compelling than just words. Screenshots, images, and videos can help bring proof to life and make it more persuasive. 3. Specific proof is more effective than general proof. Testimonials that mention specific results or outcomes are more believable and impactful. 4. Authentic proof is more compelling than fabricated proof. Genuine testimonials and reviews from real customers are more trustworthy and convincing than manipulated or fake proof. In summary, proof is a powerful selling tool, and beginners should focus on building a solid foundation of proof to attract and retain customers. By making proof as compelling as possible through recentness, visuals, specificity, and authenticity, businesses can increase their chances of success.
Customer Proof: Using visual and tangible forms of customer proof, collecting and displaying online reviews, and addressing customer pain points can significantly enhance the impact of testimonials and reviews for a business, building trust and credibility with the audience.
Utilizing visual and tangible forms of customer proof can significantly enhance the impact of testimonials and reviews for a business. A simple statement of weight loss may not be as compelling as a visual representation, such as a picture or video, of that weight loss. Furthermore, businesses often have more proof than they realize, in the form of online reviews across various platforms. By collecting and displaying these reviews prominently, businesses can create an overwhelming and persuasive display of social proof. Another important element of proof is capturing and addressing the pain points of customers. By sharing user-generated content that highlights the struggles and solutions a business provides, potential customers can better relate and understand the value of the product or service. In summary, leveraging visual and tangible forms of customer proof, collecting and displaying online reviews, and addressing customer pain points are effective ways for businesses to build trust and credibility with their audience.
Customer Connection: Start with customer pain points to create a relatable connection. Double down on proof instead of promises. Provide things for free to gather proof quickly. Ask for testimonials at moments of greatest satisfaction. Sell at moments of greatest pain.
Starting with the pain points of your customers or prospects is an effective way to convert them, as it creates a relatable connection. This theory is based on the idea that beginning with a promise may be too disconnected, while starting with the end result may be unbelievable. When it comes to choosing between proof and promise, it's recommended to double down on proof. Additionally, providing things for free is an excellent way to gather proof quickly. The best time to ask for testimonials is at the moment of greatest satisfaction, while the best time to make a sale is at the moment of greatest pain. Using the analogy of a steak dinner, the moment to sell a steak is right before it's served, and the moment to ask for a testimonial is after it's been enjoyed. Always start by offering something for free and never underestimate the power of proof in converting potential customers.
Hidden costs in free business models: Understanding and minimizing hidden costs can help create a better customer experience and ultimately lead to charging more for your product or service.
Starting a business for free can lead to greater financial gains in the long run. When I started my fitness business, I offered free training sessions to build trust and demonstrate my ability to help people get results. Although I wasn't charging money, I still received value from my clients through their time and commitment. However, it's essential to consider the hidden costs that come with a purchase. These costs include the time, effort, and inconvenience a customer experiences as a result of the purchase. By minimizing these hidden costs, you can charge more for your product or service. For instance, when buying a car, the cost of gas is an inconvenience. But with the advent of electric cars, this inconvenience has been reduced, making the purchase more appealing. The key is to understand the friction points in your product or service and find ways to minimize them. By doing so, you can create a better customer experience and ultimately charge more for your offering. In summary, starting for free can lead to significant financial gains, but it's crucial to consider the hidden costs and find ways to minimize them to create a better customer experience and charge more for your product or service.