Proof & Trust
What makes a testimonial actually persuasive?
Specificity and a named human. Great service is worthless. I was skeptical about the price and it paid for itself on the first campaign does real work, because it names the objection the reader is currently having. Ask clients what they were worried about beforehand and use that answer.
Next moves
- Put proof next to the claim it supports, never in a lonely testimonial slab.
- Prefer specific and imperfect over glowing and vague.
- If you have no clients yet, show the work, the process, or the thinking instead.
Bring what proof you have, even if it feels thin. There's usually more there than people think.