Social Proof Is Your Most Persuasive Sales Tool
People trust other people more than they trust marketing. That’s why testimonials and case studies are among the most powerful conversion tools available. They provide proof that your product or service delivers real results for real people.
Testimonials: The Trust Builders
Collecting Great Testimonials
Don’t just ask “Can you write a testimonial?” Ask specific questions that elicit detailed, useful responses: What problem were you facing before working with us? What specific results have you seen? What would you tell someone considering our service? What surprised you most about working with us?
Types of Testimonials
- Written quotes — Quick, easy, and widely usable
- Video testimonials — Most persuasive format by far
- Social media mentions — Authentic and unscripted
- Star ratings and reviews — Quantifiable trust signals
Where to Display Testimonials
Place testimonials strategically near CTAs, on landing pages, and at decision points. Don’t bury them on a dedicated testimonials page nobody visits. Sprinkle relevant testimonials throughout your site where they can influence decisions in real-time.
Case Studies: The Proof Points
The Proven Case Study Format
Follow the Problem-Solution-Results framework. Start with the client’s challenge (make it relatable to prospects), describe your solution (show your process and expertise), and present results with specific numbers and metrics.
What Makes a Great Case Study
Specific numbers (not “improved results” but “increased leads by 147%”), relatable clients that mirror your target audience, compelling storytelling that engages readers, and visual elements like charts and before-after comparisons.
Using Social Proof in Marketing
Include testimonials in email campaigns, feature case study snippets in social media posts, reference client results in sales conversations, and add client logos and review scores to your website header or footer.
Build Your Social Proof Library
Brandastic helps businesses collect, create, and leverage testimonials and case studies that win more business. Let’s showcase your results.
