When was the last time you bought something without checking the reviews first?

Testimonials from real customers build trust and credibility because people are more likely to believe the experiences of their peers than the claims made by a brand. And testimonials can be a simple, but powerful social proof tool for brands that are looking to stand out in today’s crowded marketplace.

How Social Proof Works

Social proof is a psychological phenomenon where people look to the actions and behaviors of others to determine their own actions, especially in situations of uncertainty. It leverages the idea that if others are doing something, it must be the right thing to do.

See Social Proof in Action: A Real-Life Example of a Brand Betting on Customer Reviews

In this week’s email review, I review a recent promotion from @ShinefyAi . It caught my eye because of how much social proof was used to draw in the reader and get the click.

When potential buyers see that others have used and loved your product, it reduces their hesitation and skepticism. For new or lesser-known brands, positive testimonials can be a game-changer, making you seem more reliable and trustworthy.

But the magic doesn’t stop there.

Testimonials can directly influence buying decisions, leading to higher conversion rates.

When people see others have had positive experiences, they’re more likely to hit that “buy” button. Plus, testimonials can address common concerns and objections. When customers share how they overcame similar doubts, it alleviates fears and encourages new buyers.

From an SEO perspective, user-generated content like testimonials is gold. Reviews often include keywords that potential customers search for, helping your brand climb the search engine ranks. And let’s not forget the human touch—testimonials add a relatable, approachable element to your brand, helping to build stronger emotional connections with your customers.

Here Are More Types of Social Proof

• Expert Endorsements: Approval from industry experts or thought leaders.
• Celebrity and Influencer Endorsements: Recommendations from well-known figures.
• User Statistics: Data showing large numbers of users or high customer satisfaction rates.
• Social Media Mentions: Positive mentions and shares on social media platforms.
• Case Studies and Success Stories: Detailed accounts of how the product or service has helped others.

Want to learn email copywriting?

Start by analyzing what others are doing. My Email Teardown series showcases some of the best (and sometimes worst) examples of sales emails that have hit my inbox. Here’s the link to the playlist. I publish new email reviews every week.

Are you a course creator?

Email marketing is one of those channels you should be developing early on in your business. Here are The 9 Email Automations Every Course Creator Needs to make bank, enroll students, and nurture audiences.

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Hi! I’m Monica. I help course creators enroll, engage, and educate audiences through customer-centric email copywriting. I’ve been privileged to partner with course creators from all over the world. And I’ve seen this customer-centric approach to email marketing work every time.

The best part? It’s not about the sale.

Email marketing is a fantastic channel because it builds trust, delivers value, and positions the brand as a partner. Read more on my blog or listen to Master The Inbox, the podcast where I share all my conversion secrets.