By Henry DeVries, CEO of Indie Books Intl.
How should consultants and coaches persuade with social proof? The answer is testimonials with measurable results, and here is how to do it.
Interview past clients to obtain testimonial quotes you can use. Sometimes it is best to get an outside expert like a public relations professional or freelance writer to help you with this. You want to drill down to get measurable results. These include raw numbers (increased sales by $100,000), percentages (improved retention rates to 70 percent, which is triple the industry average) or time (accomplished more in six months than in previous three years).
Get permission to use the person’s whole name, title, and company name. Just saying “Sally from Kalamazoo” or “Bob from Cucamonga” just doesn’t build trust.
Pepper your speeches, seminars, and presentations with accounts of individuals who have benefited from your service. Always make the person seem likable, describe the problem in brief, and give a measurable result you helped achieve. One of my clients said he helped grow businesses. This became so much stronger when he was able to say he helped grow business by as much as 500 percent.