The primary barrier for new businesses is a lack of proof. It's more efficient to offer your service for free to 10 clients in exchange for testimonials. This social proof dramatically shortens the sales cycle and builds momentum for acquiring the first real paying customers.
Related Insights
People are more receptive and in a giving spirit during the holidays. This leads to a 500% higher submission rate for testimonial requests in December compared to any other month, creating a prime opportunity to gather valuable social proof for the year ahead.
To overcome the high trust barrier of accessing user emails, Fixer identified early customers with large LinkedIn followings. They invested heavily in supporting these users, then asked them to post about their experience, effectively borrowing their credibility to acquire new customers.
James Ashford modeled his marketing on celebrity chefs who share recipes freely yet still have packed restaurants. He taught accountants exactly how to improve their pricing without his software, building trust so that when they wanted an easier solution, GoProposal was the only choice.
Despite their power, premium offers are a poor starting point for new ventures without established credibility. Use free or discounted 'foot-in-the-door' offers to prove your value and build a reputation, then transition to a premium model. This approach de-risks customer acquisition when you're an unknown entity.
To land its first skeptical customers like Drada, Merge offered its platform for free for two months without a contract. This de-risked the decision for the customer and allowed Merge to prove its product's value and the team's responsiveness before asking for a financial commitment.
Split tests reveal that leads from free offers convert at the same rate and ticket size as those from paid offers. The primary difference is that free offers dramatically lower lead acquisition costs (by 5x or more), making them more profitable. The "freebie seeker" stereotype is largely a myth.
Counterintuitively, sharing your best knowledge for free builds immense trust and authority. This strategy proves your expertise and makes potential clients eager to purchase your paid implementation services, overcoming skepticism in a crowded market.
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.
Instead of generic praise like "we love this product," use testimonials with specific numbers (e.g., "saved 12 hours a month"). This allows prospects to visualize tangible value and see themselves in the outcome, making social proof significantly more persuasive.
