How to Use Social Proof for Launches w/ Grace Fortune

Specificity is Queen 👑 when it comes to social proof—especially during an online launch! You can get specific with testimonials, case studies, and hard data. That’s right! We’re talking cold, hard numbers, friend! And for this in-depth convo, I’ve got my fellow copywriter friend, Grace Fortune with me. She’s sharing what good, realistic testimonials look like, where to sprinkle in social proof during launches, and how to add personality to your social proof! Keep your notebook handy for this one!

With this episode you’ll be able to:

• Discover why you should bother with testimonials, hard data, & case studies for a launch.
• Uncover language Grace sees in testimonials that waves a great big red flag.
• Learn how you can add personality to your social proof.

Links & Resources:
Testimonial Template + Training
Case Study Interview Questions

Connect w/ Grace:
Website
Instagram
Podcast

Related Episodes:
Social Proof w/ Chantelle
Pre-Launches w/ Brenna
Riverside Roundtabl

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Transcript

0:04

Welcome back to the Basic B podcast. I am back with another guest and really good friend of mine in the copywriting world. I'm here with Grace Fortune, and we're going to be talking about how to use testimonials, hard data and case studies as social proof before and during a launch. And before I bring her on, here is her brief bio. Grace Fortune is many things. Launch strategist, copywriter, founder of Grace Fortune Marketing, Inc. Co host of the Coffee Table podcast, as well as a lover of coffee, animals and Broadway. Passionate about transforming the launch chaos tornado into something achievable, she created the process driven unfuck your launch framework to help clients create and launch offers like online courses and memberships. Grace. Hey, friend. Hey, how's it going? I'm doing so great. You and I have both been looking forward to this and we're going to just geek out on this stuff. Yes. Thanks so much for having me. Of course. Thanks for being here. I'm going to hit you with the question that I ask everybody at the beginning of these things. Which do you believe is the most important for sales, SEO, storytelling or social proof? Oh, my gosh. That's a really hard question to answer because I personally believe that they're all important. If you're going to put, like, literally a gun to my head and say which one is the most important, I'm going to have to probably say storytelling. Okay. The storytelling is connection building. Right. So you can have, you know, all the SEO and all, like, the hard facts and whatnot. But if nobody's connecting to that, then it doesn't matter. I think, oh, I'm totally with you. Yeah, but that's, like I said, it got into my head. Answer. I like your first name, your second answer, they're both totally valid and welcome here. I'm here for both. Excellent. All right, so social proof, when it comes to this, first of all, what do you want to get across to, to people about social proof? So when it comes to adding social proof to, you know, launch copy, I just feel that it's one of the most essential things that you can actually do. Like, you should bother with this because even if you're telling, you know, awesome, fun stories and you're outlining what people are getting with your launch offers and, you know, all the essential components of launch copy, like, it doesn't necessarily mean that they're going to convert unless you have all of the hard data and case studies, and here's why. So case studies and all the hard data, and they build credibility and trust. So when somebody is saying what your offer has done for them, it's proving with concrete evidence that whatever you're offering is actually going to deliver what you say it's going to deliver, it gives just an extra layer of authenticity and trustworthiness. Like, there's the three things that copywriters all talk about. It's building no like and trust. Without trust, the no and the like aren't necessarily going to make buyers. Yeah, it addresses skepticism. So if people are skeptical, knowing that somebody got results that they're looking for might push them over the edge to get them to buy. It validates any claims that you're making. So it's not just like, hey, I'm grace fortune. I'm awesome. Take my word for it. Even though I will. But okay. I mean, that's great. But not everybody might know me that well. For example, and, you know, if somebody else has gotten the result that this person, potential buyer, wants, then, like I said, it might push them over the edge to buy. You can use testimonials to highlight, like, very specific benefits that your program or whatever you're offering will give them. So, like, let's say, for example, if you're offering a copywriting course, if you have a testimonial that says, this course helped me double or triple my monthly revenue, that's a lot more appealing than this course is. Awesome. I loved it. Right. I really like hard data. That's big for me. Makes your brand seem more human. It shows that you're an expert and an authority in that space, and you can actually use it to enhance your storytelling. It's a common misconception. Some people think that hard data and numbers can be kind of dry and boring. They don't have to be. So that's my two cent. No, I love that. Say the part again that you just said about it was something about, like, the testimonials actually bringing the story to life. They help tell the story. That is what I do in the case studies. The way that I write them, at least, is where I have testimonial quotes woven into the case study itself. Because a lot of us, at least when I was first beginning with case studies, people are like, oh, yeah, those boring, dry things that are just like the problem, the solution. Like bing bang, boom. And no, it doesn't have to be like that. You can use the testimonial quotes to bring it to life. Exactly. And one more thing I wanted to mention is that your testimonials will always differentiate you from your competitors. None of your other competitors are going to have the same testimonials as you. And why is that? Can you speak a little bit more to that? Well, I mean, number one, a lot of brands don't use testimonials the right way. And not only that, but they might not necessarily know how to get the right kind of testimonials. They might get generic testimonials from their customers. Like I said before, like, this product is great. I loved it. Instead of, you know, this helped me increase my revenue three times over in two months or whatever, something specific like that. Nobody else can get your specific testimonials on what your product does. So that's definitely with the hard data, with the numbers and the statistics and that type of thing. But even if you were to have a testimonial that says, like, I felt so much more confident after blank. Yeah. I mean, those things are going to come out because they worked with you, because they went through your program or bought your product. Exactly. So it's a huge differentiator. Yeah, for sure. You mentioned that you're seeing some brands use testimonials incorrectly or maybe not optimizing them or making the most out of these opportunities. In addition to that, like, what are some of the things that you're seeing that are not so great about testimonials? And just like, all of these pieces of social proof out on the Internet. So, I mean, I don't want to necessarily out anybody specific, but again, we're classy over here. We don't do that. Oh, totally, totally. But I'll give you some examples. And I kind of touched on it a little bit already. But saying, like, super generic phrases like, this is great. I really, really like this. This is the best thing ever. Like, it's not specific enough. And that could literally apply to any product or service, even if it's true or not. Right. So if you're going to have an effective testimonial, it needs to provide concrete details. Like, it needs to show what the experience and the benefits the person who bought it received. And that goes, I think, for case studies, SEO and testimonials. Right. Another one that I really, really hate are exaggerated claims. I see this so often, but people saying things like, oh, my gosh, this changed my life in a single day. It's a miracle. This is the best decision I've ever made in my life. Okay. Those are all hyperbole, and they don't come across as authentic or realistic. They come across as exactly what they are. And that's literally just a tool to make more sales. Right. And people are starting to see through all of that stuff. Yeah, people are getting wise to it. Another thing that I see all the time in the wild is when it's not personalized. So if you don't have your buyers, maybe name or any sort of identifying, I don't know, make maybe their position. For example, one thing that always kind of gets on my nerves is when I see a testimonial, and underneath I'll see like a little dash and it'll say, a satisfied customer. Oh, yeah. Thank you for being so helpful and helping me identify with this person. And I understand that your clients may not always want to see their name posted out for purposes of your marketing. I understand that. But, like, I feel like a really good testimonial is going to come from somebody who's actually proud to have their name next to your product. Right. Like, they genuinely love this. That's going to make a way better bit of social proof, like for a case study or just a plain old testimonial, than just some generic, not personalized comment. That's just my opinion on it. Yeah. So for me, coming from the world of massage therapy and healthcare, and even my very first job was in data entry, so we had to protect people's identities. And I've talked about this at least in one podcast episode, if not multiple, or definitely in the programs that I do too, case studies can be made anonymous. You can do that. You can give someone an alias and then just let the reader know, hey, I'm protecting this person's identity. I'm not outing them, but this was a legit person, and here's what's going on. Also, if you're doing that with testimonials, one thing I used to do as massage therapist, I would put the first and last initial, or I would say, like, first and last initial. And even, like you said, describing their job, letting someone know, oh, hey, I like, I've helped someone who is a construction worker, I've helped someone who's like a long haul truck driver, so that they know, oh, I can definitely go to her and get the help that I'm looking for. One other thing I want to touch on is that you were mentioning the quick, like, oh, this, like, changed my life in like 3 hours or one day or whatever the ridiculousness is. That's part of why I love case studies, because they give you more context. You're able to really paint the full picture and say, these 15 things were in place before we started working together, and that's why this stuff just snapped into place. So anything else you want to, like, touch on there before I. Yeah. One phrase that always keeps coming into my brain that just makes my skin crawl is the phrase ten x ing anything. Yeah. Oh, my gosh. That. That phrase drives me insane because it's very generic. I like, how do we know that that's actually true? I like very, very specific numbers. I like what you said about case studies as opposed to just plain old testimonials, because, like you said, you can actually weave a story around it and tell what were things like before? What were things like after? And it's a lot more detailed and frankly, more interesting to read than just a paragraph of somebody singing your praises. Yeah. Because it paints that bigger picture and it puts you in that what was going on in their life. I've written case studies where people are moving, where people lost all of their social media during a launch, where, like, these really dramatic things were happening, and you get to get into that person's seat and really understand what was going on. So touching back on testimonials for a second, you said that things are a little bit generic. Like, this was great. It was wonderful working with grace. How can we, in the ask of our clients, help them to share things that are more specific about working with us? Sure. So, honestly, one of my favorite things to do when I'm getting testimonials is to have a form that somebody can fill out, and it just asks very, very specific questions, like, why did you reach out to grace for copywriting services or launch services? I'm just pitballing an example here. When they answer that question, it gets you into their mindset before they came. And then you can ask other questions, like, what were the results from working together with grace? How do you feel now that you've done this project? You ask very, very targeted questions to get a picture of the transformation and the results that you've gotten for them. Yeah, that's exactly what I was looking for, is be specific. If you want the specifics in your testimonials, you have to be asking more specific questions. Just versus, like, hey, if you enjoyed working with me, will you write a testimonial? Like, anyone listening, when you get that question, where does your brain immediately go? I know for me, it's like, well, is there anything you want me to highlight? That's literally the first thing I'm asking. So how can I just phrase the question where they can say that instead of needing to come back to me to ask that of me, for sure. And like, the harder it is for them to give you a testimonial, the less likely you are to get one. I'm very, very big on making things as easy as possible. Like, I'm very, very big on processes in my business. So as far as like getting payments from my customers, getting testimonials, getting the project delivered to them, like, it's all very, very streamlined. It's as easy as I can make it because the easier that you make it for somebody else, the more likely you are to get what you want. Yeah, that's a really good point. Is like, how can you make it easier for them? I know I have another interview and I'm not sure if it will be out before or after years, but in that interview with Chantel, I was talking about the different ways that we can collect social proof. So you mentioned the form. One thing I like to do, just a quick note, is if I notice a person is talking to me a lot in voice memos, I'm going to voice memo them a question. If they are emailing me, I might email them one question or they might be one of the people I send a survey. So noticing things like that, do you use that in your business too? Yeah, I mean, admittedly not as much as I should, but I definitely love that idea. And one thing that I saw is this from Typeform, I think it's called video ask, where you can actually like set up videos that are. It's like you're talking to this person, just asking them questions and then they can type out a response or they can record you a video back. So it's very, very kind of fun and interactive. I haven't used it personally, but I could really, really see the appeal for it. For some people who are more visual. Yeah. And the people who, they go around, they do stories, they do reels, they're on TikTok or they have like YouTube videos. These are the people that are going to like that video format. So just like noticing how your clients are even communicating with you, what their preferences, and then if you send out like your automated ask and you're not getting a response, think through. Okay, maybe that was a survey. Could I try this video ask? Yeah, absolutely. It's like what we always say, right? Know your audience, no matter what you do, no matter who you're interacting with, getting to understand how they communicate is going to inform how you actually go about getting a testimonial or I getting anything that you want from them. Yeah, for sure. And even another thing I just thought about because I heard this, I was part of a roundtable for Riverside with the podcast platform. Yeah, it was really cool. And I'll link it if I have that. I think I have that. Like, one thing that was mentioned is pulling clips from your guests as they are recording with you. So you and I end up recording, let's say you had taken like a course with me or something like that. I could then pull that clip and use it as an ad in my podcast or something like that. Instead of me recording the ADHD, maybe I come in with a little bit of an intro and say, like, you know, grace is with me for the case study training program. And then there's the clip of you speaking something like that. So having even those little snippets and being able to repurpose that in a long form content piece that you're already creating, like, just get creative with how you can ask, where you can ask and then where you can use it with testimonials. Are there any other things in testimonials that you feel like wave a giant. Red flag, anything that comes across as disingenuous? I feel like anything else that I could say kind of would fall under the umbrella of what I shared already. Like the over exaggeration, not personalized, like too generic. Anything else that I would add would fall under those flags. But I would just say, like, if you want to get better testimonials for case studies or whatever you're going to use them for, just encourage your customers to be as specific as possible with their experiences, like how they felt during, before and after. It's the authenticity, personalization, and realistic nature of whatever they tell you that's really going to be connecting that you can actually use. Yeah, I love that. When it comes to hard data, you've mentioned, you know, some of the numbers. What other kinds of hard data can we be on the lookout for? So we already talked about, like, financial results. You know, if you're a copywriter or in marketing, like, you could use maybe conversion rates, click through rates, open rates, anything to do with the impact that your work has given the result of their marketing campaign. I hope that made sense. Yeah. Anything that can reflect that will. Will be useful. But, like, let's say, for example, I don't know, let's say we're going to talk about like a productivity app or something. Like, how much time did you save a person in a week? Is it 20 minutes? Is it 3 hours? How much? Right. Getting as specific as you can is going to be useful. So it's really, really knowing your audience and knowing what kind of problem that they're trying to solve. If you can speak to any kind of tangible result for the problem that you're trying to solve, that's what you need. Yeah, there's a couple other things that are coming to mind. So, again, with going back to context, this showed up recently in a case study that I was copy editing a little bit, and they had this stat about using a certain social media platform. Something like this client was performing at blank engagement rate on the social platform, and so I wanted to have some context. Is this good? Is this, like, way better than normal? Is this just slightly better than normal? So even thinking of, like, what are those normal ranges and then giving context even within the hard data that you're sharing. And then another thing, too, is Brittany McBean actually one of our mutual friends shared. There was something I was writing, and I can't even remember what it was, but she's like, don't forget that statistics are also hard data that you can use in sight. So anyone who's listening just encourage you to think through that as well, because she said that. And it opened up a world of opportunity when I was, you know, writing a new thing or offering a new deliverable. Yeah. For anybody who's listening, if you're trying to think of a way to put that into action, like, let's say, for example, if you know, you're serving, you know, let's say, a financial advisor, and you know that the average rate of closing new clients for a financial advisor is like, you know, 3%. But you know that because of your work, they're closing at like, 5% or something. You can say, like, in other parts of your copy, not necessarily in the testimonial, that the average is 3% or whatever it is. And then the testimonial that says I got 5%. Yeah. Something that I used to get hung up with with testimonials is that I used to think that the before and after had to be directly in the testimonial. Like, the client had to say it. That's not necessarily true. Right. So we just gotta be a little bit creative. Yeah, you do. And that's a really good point, too, is like, actually speaking of this, when it comes to a testimonial, what do you feel like can be edited or can it be edited? Okay, so the only thing that I would edit for myself is any, like, really obvious spelling or punctuation issues, but even then, I personally wouldn't, I wouldn't make any edits without asking my client. And I would even say, hey, I really love how you said this thing. Can we elaborate on that a little bit more and let me know what it was like before? What are the averages that people that you know are getting? So there's nothing wrong with asking the people giving you testimonials to elaborate? Yeah, that's a good point. There's one thing that I will sometimes do, and it's if they just said, like, working with her was great, I might put my name in there if my name hasn't already shown up in the testimonial or, you know, mentioning a podcast or mentioning a certain package name. And usually I go ahead and run with that because I know, I know what they were talking about. But the reader isn't going to know that unless I specify it, however. And if it makes you feel more comfortable, anyone listening, you can totally go and run this by the client. 99.9% of the time they're going to be like, oh, yeah, that's amazing. Go for it. Absolutely. It does depend on your relationship with your clients, too, right? Like, my clients and I are all pretty tight. Like, we'll literally sit there and send each other memes sometimes. Like, it's just, it depends. So I feel a little bit more comfortable with making changes and saying, hey, what do you think of this? This would help speak to whatever thing that I'm trying to get across. Yeah. And they're like, yeah, go for it. As long as it's true. Like, they usually don't care. Yeah. The main thing you can't really screw with is the essence of what is being said in that testimonial. Oh, absolutely. Just saying that in case anyone listening is like, oh, yeah, that can't really mess with that. I mean, most people, and especially anyone listening to this podcast, they're going to be on the up and up. But just like saying that, I know that you are big with like, weaving personality into copy, how can we weave our personality in a little bit more with pieces of social proof? Yeah. So I'll leave with the TLDR, which is a little weird. But adding personality to any kind of social proof, whether it's case studies, testimonials, the goal is to make it more engaging, relatable, and actually reflecting your brand's voice. So a few ways that you can do that is by, I mean, having a brand guide. First of all, like, how does your brand talk, understanding what your brand is like? And, like, encouraging your customers to write testimonials in their own words. You can ask for, like, maybe minor tweaks or for them to elaborate on things, but don't ask them to edit their feedback to the point where it doesn't sound like it's coming from them. I would say, like, highlight unique phrases or expressions that they use that really, really showcase their personality and kind of tie back into your brand. So, on my website, I have very specific parts of my testimonials highlighted that I really like. I also like to add personality to social proof by just showcasing, like, diverse voices. Like, don't just show, like, the average person. Like, show unique people. I do a lot of work for financial advisors, so I have some testimonials from them, but I also have testimonials from copywriters. I have testimonials from marketers. Like, it's use different voices. I like adding personality as well by add, like, visual elements to it. So if you can get their permission to maybe use a photo or maybe get them on video. Like, use video. Ask. If you get their permission, you can create on brand graphics that showcase these testimonials or what I really like, and I've seen you do this, Brittany. Like, what have I done? I like how you take screenshots. Oh, thank you. Yeah, just take a screenshot, because screenshots are like, oh, this person literally sent that to them. This is not filtered. This is not edited. It's a screenshot. It's perfect. Jamar Diggs and I, he was on the podcast recently, and we were talking about how we're both screenshot whores. Yeah. Yeah. Oh, yeah. I want to be more of one. I really do, because there's so. They're so useful. But, like, when you're talking about, like, case studies and the way that you talk about your social proof on, you know, maybe social media, just use a conversational tone. Don't come across as stiff or robotic, unless, of course, that matches your voice, but you just want to make it more enjoyable and easy to read for the people that you're trying to, whose attention you want. Right. Some brands can get away with using a lot more humor than others. So if. If you can make it funny or interesting in a humorous aspect, go for it. But just make sure that it makes sense for your. For your brand and for the audience. So it's like we already said, know your audience and know your brand. Yeah. You got to know yourself, and you got to know who you're helping and how those two mesh and why and how they work so well together. And I like your point earlier about just providing that context around the testimonial. Like for example, in a case study where you can lead in with some kind of information more in your own voice, insert their testimonial in their voice, and then bring it all together again back in your voice. Yeah, 100%. I love that. Where should we be adding this social proof before a launch and then in a launch? Okay, so before your launch, you want to add testimonials and social proof to things like maybe your email campaigns. So if somebody is just entering your welcome sequence, you can sprinkle testimonials throughout there. It just shows that you're legit. It shows that people actually do respect what you do. You can also, as far as, like, social media goes, you can just do it in the form of posts and updates and you can even have actually on your website, you can even have like a dedicated testimonial and case studies page. So if you want to do that, then you definitely know who to look for for help for that. You, me and you. Thank you. But yeah, just sprinkling it where it's easy to find is bottom line. So in your emails, in your social media pages, on your website, in the pre launch context, if you're doing like a webinar or live event, you know, you can sprinkle it through the introduction of your webinars. You can put it in like a q and a type thing. There's so many different possibilities before you're actually launching something formally. You could even do like free trials and demos to get more case studies and social proof. Yeah. From the people that are actively going through it at that moment. Yeah, I've seen that. Exactly. Especially if your offer is fairly new and you're. Or you're fairly new to what you're doing. Um, just doing like a beta run. It can be really, really helpful. Yeah, I found it to be extremely helpful. And then, like you said, you've got people going through, you're getting real time feedback, you're able to fix any, like, things that are kind of clunky or just not really working, reordering things, if it's a yemenite course or program. Yeah, couldn't agree more on that one. Yeah. And another one, of course, is blogs. You can sprinkle testimonials and whatnot through your blogs. You could even make your case studies into a blog. Right? Sure can. So, like, there's so many things that you can do. Yeah. One thing I liked doing this last launch for the case study training program is I had, like, some of my clients come on the podcast so that people could actually hear from them. And then I was able to link to it in emails, link to it from Instagram Stories. You're the pro here, but I think thinking through any pieces that you can easily link to, easily reshare, easily repurpose, was probably be really huge. I found that helpful. Yeah. Anything that you can easily send and share is going to be way better than something that's going to just, you know, die on somebody's social media feed. So unfortunately, it's. It's kind of a cold, hard fact with social media. That, number one, I can't remember the exact number, but your content actually gets to, like, a ridiculously low percentage of. Your three to 5% of people. Yeah. Okay. Thank you. That was a number that was coming to my head, but I didn't want to be wrong. So you were right. It's probably lower. For all we know, you're putting all this effort into making social media content and it's just, it's gone. Right. So why not focus more of your efforts on something that's actually going to stay around longer? Like case studies on your webpage, testimonials on your website or your blog or your emails. Right. And you can repurpose them over and over again. Yeah, I was just thinking, yeah, you can totally easily repurpose your emails or even like, reuse most of them and maybe change out a couple sentences, update the social proof to your point. You know, things like that for sure. I love that. Any final thoughts as we wrap up? I was going to say, like, if you want to add more quality social proof while you're in the middle of a launch, I would say make sure that you have testimonials or links to maybe your case studies in like, maybe the hero section. You can put them throughout the page where it makes sense. Same thing with sales pages as well. Of course. You can even do them above the fold on your product pages. Like. Like before you go into the information about the product, do a testimonial about why it's awesome. That can work. I like putting them actually close to the call to action buttons because it just shows like, hey, this is a really, really great product. Now you can buy it. It just makes the process a little bit more streamlined. Oh, of course. Like on your, uh, thank you pages, you can do it like in your social media ads, like your Facebook or Instagram ads. Whatever you're doing, there's so many places that you can put them. And of course, your promo emails and. Social media posts, so many good places to put them. I'm going to make sure that I link to definitely Brenna's episode because we talk about pre launch a little. We dive even deeper in that. Oh, yeah. Justin Blackman's episode, just because it's a fan favorite and we mentioned you in there. So that's going to be linked. And then I, Jess Brooks as well, because it was a case study interview for the case study training. Okay. But. And toward the end of it, she even talks about ways that we can seed in our case studies on the sales page. And she, I think she gave two or three different examples. That's awesome. Yeah. So we'll make sure we have all of that. And then where can people connect with you and get into your world? Um, okay. So if you want to find me specifically, I try to make myself easy to find. You can find my website, gracefortune.com. you can email me gracefortune.com on all social media platforms. You can find me at it'sgracefortune. So drop me a line, shoot me an email. I'm always happy to talk about this kind of stuff. So yay. Did you mention the podcast? I can't remember. Right. Thank you. I have launched a podcast of my own. I'm not going to say that it's as good as yours, Brittney, because nothing is. Oh, stop. No, you guys have a great podcast. No, I'm only kidding. This is not a competition. I'm just kidding. I'm just kidding. But. So I launched a podcast with my friends Aaron Pennings and Nicole Morton. And they are people who I've known for a couple years now, the other fellow copywriters. And we have a podcast called the copy table. So there we basically dive into how we run our businesses. We also talk about ethical marketing. We've talked about all things copyright, all things copywriting. We're going to be doing a whole next season on, like, different processes that copywriters need. It's. It's going to be really great. So if you want to find that, you can go to the copytable.com and you can, like, look for it on Apple podcasts, Spotify, anywhere, all the things. Also the show notes. I'll make sure it's linked. Thank you. Yes. Yeah, of course. I'll make sure it's easy to find. We love simple over here in this corner of the world. Yeah. Thank you so much. I was so excited to talk with you, and you gave so many good ideas. I'm going to have to go back and take notes. Thank you. I hope I delivered. Oh, of course. Always. All right. Thanks for having me, Brittany. Thanks for being here.