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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 BuiltForImpact.net.

 

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936: Just Start

“I need all these things before I can launch.” “I need this sum of money before I begin.” “I need these things before I can become rich.”
Those who say these things are very sure of their words, considering they’ve never done it before.
Honestly: just start.

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935: New Tools

New tools mean you could get the same at what you do, differently. A new email app that is basically just the same but different? Great, now you need to learn how to be the same as you already were. An improved technology that creates the same result in a different way? Great, now you’ll achieve the same, slower.

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934: The Opposite of Practice

The dip in practice and focus means they’re not so great anymore. So the endorsements and promos dry up.
Maybe it’s not the endorsements and promos that need your focus.
Maybe you simply need to continue to practice and focus.

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933: Slices Of Belief

Then – and only then – does an offer become viable, congruent with the slices of belief that preceded it. For example, the offer to start along the journey of the above system, based on the above idea, with no risk to me whatsoever, becomes only logical for me to accept.

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932: The Inner World

It’s far better to feel those signals – and have the opportunity to act positively toward them – than to have no signal at all.
What signals do you experience in your inner-word? Are you listening to them, or pushing them down because “you’re not supposed to have them”?

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931: So Good, You Keep The Box

You kept it because the experience was great. Because it drew you closer to a brand you’ve come to value. It was so good, you kept the box.
Question time: how can you create an experience so great for those in your care, that they “keep the box”?

You are creating what matters.

How can we help you sell it better and make more impact?

Built For Impact

BuiltForImpact Websites

by Fairhead Creative

BuiltForImpact is a focused one-page online distillation of your message with a concentrated focus on ethical, effective sales.

Marketing Isn't About You

Marketing Isn't About You

by Adam Fairhead

Our latest book to help you understand the two things that matters if you sell things that matter. Get 3 chapters free:

Marketing Review

Meaningful Marketing Blog

by Fairhead Creative

Sharing our journey to discover how to create & quantify the most impactful, long-lasting websites in the world.