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586: Social Proof VS Ego Stroke

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Your social-conscious or sustainable brand has a website.

We’re told to put testimonials and ‘social proof’ on our websites, right?

There’s two approaches to this. One’s right, one’s wrong. Let’s get into them:

The first is the “ego stroke”

This is the most common form of ‘social proof’.

We’re told to take our best reviews and put them online. The problem is, we listen for what sounds like the best review…to us.

To us, we’ll select the one that makes us feel great. The one that says we’re amazing. “The best ever. Great product. Love it.”

These tell visitors nothing. But they make us feel good, and our mums proud.

It’s all about us. And that’s why they don’t help.

The second is the “proof of impact”

This is the less common form of endorsement.

These quotes–or videos–scarcely mention you at all. Rather, they focus on the problem somebody else had, and how they solved it, using you as a bridge from ‘problem’ to ‘solution’. You’re a tool, a method, a means to an end. But definitely not the focus.

These tell visitors everything they need to hear: “If you have this problem, and want this solution, here’s how I achieved that.”

It’s all about the customer, not the business, and that’s why most companies don’t choose these endorsements. They like the ones that make them feel good, instead.

Which will you choose for your website?

Tip: Your website should be all about your customer, not you, too. Learn more at



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Marketing Isn’t About You: The 2 things that matter if you sell things that matter.

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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters, for the betterment of your cause.

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678: Getting What You Ordered

We get what we order. Sometimes we don’t order well, sometimes we don’t order specifically enough. Sometimes we’re not brave enough to send it back if it was genuinely wrong. But we always get what we order.

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677: Anticomfort

Doing the right thing isn’t usually very comfortable.
It may not be comfortable, but there’s comfort to be found in the knowledge that you’re building a better future.

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676: We Need You To Do It

Delegation and systemization is really important for growing teams. Those activities should help reveal what we need you to do more than anybody else.
What does your team need you – and only you – to do?
Do that today. We’re relying on you.

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675: Mediocrity vs Creativity

Creativity might not work.
Social media posts that routinely share awards and team members favorite coffee won’t get you any attention. Nobody cares. But it’s safe and easy. You can pay anybody to make these.

You are creating what matters.

So how can we help you
sell it better & make more impact?

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