How I create hyper-persuasive social proof

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This week I worked on one of my favorite marketing programs with some of my favorite people. 

The program: email marketing. The people: Tiffany and Drew over at Notion.

I’ve been working with them on multiple marketing content assets, campaigns, and strategy for the better part of a year now. They’re good people and a great duo to work with. And it should come as no shock to you that I find particular joy in writing words sent via email.  

We spent an entire hour thinking through and pressure-testing their decision-making: goals, exit criteria, success metrics, sequencing, and more. 

Then towards the end of the call, Tiffany brought up another topic that I have a particular love for: social proof. 

Specifically, how to make it good. Or really, how to make it persuasive. 

Instead of just telling her how I would write the copy, I explained how I think about creating hyper-persuasive social proof. 

Below is my reply to her, which includes what’s possibly the most single-eyebrow-raising comparisons I’ve uttered this year. (And if you’ve worked with me directly or had a pint with me, you know I can’t avoid an analogy, especially odd ones, any more than I can avoid a fresh pair of Adidas on Black Friday).

I’ve kept my response mostly exactly the same, just shortened slightly, ironed out here and there for readability, and bolded for emphasis.

And keep in mind that while we were discussing this in the context of email, my advice applies to any channel, format, or placement of your social proof. 

Alas, my response:

“Hyper-persuasive social proof is all about relevance.

And relevance is best served like a tier cake — built in layers. 

[Pauses]

I’m convinced that one-liner was because I just recently watched the season finale of The Great British Bake Off. Great show, and the guy I wanted to win, won. But I digress. 

How do you make social proof relevant? Get specific. 

Since Notion is expanding further into marketing professionals, I’ll use myself in a purposely over-the-top example to really make my point. 

Imagine I, Devin Reed, am reading your email. You could say:

Join 334,235 marketers who use Notion. 

That would probably work. It certainly instills credibility. 

But what if you didn’t have that volume to rely on? Or what if you already used it and now need another “arrow”?

You need to get specific. The more detailed you are, the more clearly your reader can see themselves using your product — and that will compel them to act.

My over the top example for myself, as promised: 

Notion is used by millennial SaaS marketing leaders in the Bay Area who want to prevent dad bod and love sneakers.    

If I read that, it would be impossible to ignore. It’s like Notion was made specifically for me. I’d click faster than I buy a fresh pair of Nikes on Cyber Monday.  

To guide you, here are the types of details I lean on:

• Demographic: millennial 

• Industry: SaaS

• Job/title: marketing leader

• Location: Bay Area

• Pain: prevent dad bod

• Interest: love sneakers 

You might not have all those details on your audience, but layer on what you do have and you’ll create social proof that motivates action. 

In other words, you’ll convert more readers into clients.”

That, my dear reeder, is how I create hyper-persuasive social proof.

And now you can too.

Holler at you next Saturday,
Devin

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