Hera's explosive growth came from organic word-of-mouth, with YouTubers making videos voluntarily. The founder's philosophy is that the best marketing is no marketing; a product that solves a real pain point spreads naturally. Paid marketing is seen as a 'tax' for not having achieved strong PMF.

AG1 made a strategic shift from influencer-led marketing to a science-first approach. The company invested over $10 million in double-blind, placebo-controlled human trials and built campaigns around this scientific validation. This move aims to build deep credibility and differentiate the brand in a crowded, often unsubstantiated market.

Naming the brand "This Works" created a non-negotiable promise to consumers. This forced the company to build its entire marketing and R&D strategy around tangible evidence, including user studies, clinical trials, and neuroscience research, to continuously earn brand trust through "proof-pointing".

To land an unresponsive prospect, the founder flew to their office. He arrived as they were fighting a database fire and immediately helped them fix it. This impromptu help session proved his expertise and built immense trust that led them to become a customer.

Instead of just claiming his "Money Models" worked, Hormozi designed the entire multi-million dollar launch event as a live demonstration of those models in action. This "show, don't tell" approach builds immense trust by making the proof of concept the marketing campaign itself.

In its first six months, Alave's most effective marketing was incredibly simple: screenshotting every positive customer review from texts or DMs and posting them to Instagram Stories. This relentless stream of user-generated testimonials provided powerful, low-cost social proof that drove initial sales and built trust.

A neurosurgeon, skeptical of his patient's goal to run a half-marathon after near-paralysis, was challenged to run it with him. This commitment forced the doctor, who was battling weight gain, to train and get in shape, using his patient's recovery as a catalyst for his own growth.

To get gym trainers to sell supplements, have them complete a 30-day challenge using the products. This personal experience builds genuine belief, turning them into authentic advocates and creating powerful social proof that drives sales.

Before social media, Anastasia Soare's primary marketing strategy was perfecting her craft on every single client, regardless of their status. She knew that exceptional, consistent results would turn each person into a walking advertisement, generating powerful word-of-mouth referrals that built her initial brand.