Massive Social Proof Fail

Up late tonight burining the midnight oil on some copywriting and what do I see before me?  The opportunity for a quickie lesson in saleswomanship, persuasion, and not-so-pretty human nature.

So there I was, reading my Twitter feed.  Someone I respect linked to a post which lands me smack-dab on the site of a marketing strategist I’ve never met (online or off) but whose name I recognize.

The strategist’s picture in the banner at the top of the page is bold, confident… maybe even a little sassy. Definitely client-attractive.  The landing page looks great, with lots of yummy benefits, so I click over to the About page, so I can learn more about who I’m talking to, so to speak.

After a strong intro, I learn that this person is “the secret consultant to [very important people]“ including moguls, celebrities and industry leaders.  “Wow,” I say to myself, “I can’t wait to read her testimonials.”

Except that there aren’t any. (Testimonials, that is.)  At least none that I can find.

Actually, I take that back.  There’s an endorsement, from THE leader in this strategist’s area of expertise.  Unfortunately, said leader doesn’t mention specific results.

“Hrm.  Maybe she has some on her blog,” I think, hoping.  I thumb through the first couple of pages.  No mention of clients, let alone results she has helped those clients get.

(Maybe she mentions them in her Twitter feed, but after frustration at the absence of a testimonials page and the blog thing, my patience has officially run out.)

I did find lots of comments about this strategist, such that she is cool and awesome and an amazing person.  I have no doubt that she is.  However, as a potential client coming to her website, I’m not really interested in cool.  I’m interested in whether or not she can really help me.

I want to write, “I have no doubt that she’s really good at what she does and has helped her clients make a lot of money.”  Because I really hope it’s true.  But you know what?  I can’t.  Because I do have doubt. Not because I want to, but because I just do.

She alludes to lots of clients and experience in her bio, yet doesn’t call a single one of them out by name. I mean, what other conclusion am I supposed to come to?  The secrecy of her consulting may indeed be a legitimate reason for not having testimonials, but as a potential client, it doesn’t satisfy my need for proof, and it certainly doesn’t help me out.

I don’t want to have doubt, but I do.  And that sucks.  For both of us.

These are the things that go through your potential clients’ minds.  Ignore them at your peril.

(Do you have a system for collecting testimonials that get you clients?  If not, you can get one here.)