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Social Proof Persuasive Content Framework

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Angie Schottmuller
Angie Schottmuller

Learn how to be 12X more persuasive in your content marketing with this social proof framework.

Marketing
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SOCIAL PROOF Image credit: Disney, Finding Nemo PERSUASIVE CONTENT FRAMEWORK – REDUCING FEAR TO IMPROVE CONVERSION
:: Angie Schottmuller @aschottmuller #CXLLive What’s your biggest FEAR?
:: Angie Schottmuller @aschottmuller #CXLLiveImage source: hercampus.com What’s a routine task that gives you HIGH ANXIETY?
Image source: texastimetravel.toursphere.com :: Angie Schottmuller @aschottmuller #CXLLive
Image source: www.army.mil :: Angie Schottmuller @aschottmuller #CXLLive
:: Angie Schottmuller @aschottmuller #CXLLiveImage source: www.dliflc.edu
My anxiety of the weekly 5-mile run lead me to run it ASLEEP. :: Angie Schottmuller @aschottmuller #CXLLive
Image source: armaholic.com :: Angie Schottmuller @aschottmuller #CXLLive
:: Angie Schottmuller @aschottmuller #CXLLive
:: Angie Schottmuller @aschottmuller #CXLLiveImage source: rallypoint.com
:: Angie Schottmuller @aschottmuller #CXLLive
SOCIAL PROOF PHENOMENON :: Angie Schottmuller @aschottmuller #CXLLive
Book: “Influence: The Psychology of Persuasion” by Dr. Robert Cialdini :: Angie Schottmuller @aschottmuller #CXLLive SOCIAL PROOF PHENOMENON When uncertain or fearful, people instinctively look to the behavior of others to guide their decisions.
Image source: ticotimes.net :: Angie Schottmuller @aschottmuller #CXLLive
ADVERTISED vs. ACTUAL Example: McDonald's Big Mac :: Angie Schottmuller @aschottmuller #CXLLive
CIRCLE OF TRUST YOU :: Angie Schottmuller @aschottmuller #CXLLive
:: Angie Schottmuller @aschottmuller #CXLLiveSource: eMarketer, Feb 2010, survey of US internet users by online video review site EXPO CONSUMER TRUST SOCIAL PROOF REVIEWS MARKETING DESCRIPTIONS
:: Angie Schottmuller @aschottmuller #CXLLiveImage source: theatlantic.com
Image source: awesomelycute.com :: Angie Schottmuller @aschottmuller #CXLLive
Image source: awesomelycute.com :: Angie Schottmuller @aschottmuller #CXLLive
:: Angie Schottmuller @aschottmuller #CXLLive CORRECT… AND REDIRECT
TASK #1 Identify your audience’s fears, anxieties, questions, and doubts. :: Angie Schottmuller @aschottmuller #CXLLive
SOCIAL PROOF FORMATS :: Angie Schottmuller @aschottmuller #CXLLive
Definition by Angie Schottmuller. Image credit: wisegeek.com SOCIAL PROOF = EVIDENCE of/from OTHERS THAT REDUCES FEAR OR UNCERTAINTY LIKE US
FRAMEWORK :: Angie Schottmuller @aschottmuller #CXLLive
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. SUM it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6 11 1 1 1 1 1
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. SCORE it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6 2 2 2 2
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. SAY it. Sign it. Show it. Shine it. 1 2 3 4 5 6 3 3 3
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. SIGN it. Show it. Shine it. 1 2 3 4 5 6 4 4 4 4 4 4 4
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. SHOW it. Shine it. 1 2 3 4 5 6 5 5 5 5 5 5
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. SHINE it. 1 2 3 4 5 6 6 6 6 6
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6 6 66 6 1 11 1 1 1 1 4 4 4 4 4 4 4 3 3 35 5 5 5 5 5 2 2 2 2
Example: Unbounce.com :: Angie Schottmuller @aschottmuller #CXLLive SAY ITSUM IT SCORE IT SIGN IT SHOW IT
SUM IT, SCORE IT, SAY IT, SIGN IT, SHOW IT, SHINE IT, OPTIMIZE IT. COUNT IT, RANK IT, TIME IT, DATE IT, ADD IT, RATE IT, CALCULATE IT. LIKE IT, HEART IT, FAVE IT, FLAG IT, STAR IT, GRADE IT, RECOMMEND IT. HEAR IT, QUOTE IT, PRAISE IT, NAME IT, READ IT, WRITE IT, STORIFY IT. BRAND IT, CITE IT, ASK IT, STATE IT, POLL IT, VOICE IT, Q&A IT. DRAW IT, SNAP IT, VIEW IT, GRAPH IT, MAP IT, BADGE IT, VISUALIZE IT. CHANGE IT, WATCH IT, PLAY IT, PAUSE IT, CLIP IT, LIST IT, QUICK-PODCAST IT. CHECK IT, MARK IT, PROVE IT, CLAIM IT, STAMP IT, SEAL IT, GUARANTEE IT. SOCIAL PROOF IT. SOCIAL PROOF IT. SOCIAL PROOF IT. Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
TASK #2 Brainstorm and inventory 6S formats to buffer audience’s fear/questions. :: Angie Schottmuller @aschottmuller #CXLLive
SOCIAL PROOF QUALITY :: Angie Schottmuller @aschottmuller #CXLLive
:: Angie Schottmuller @aschottmuller #CXLLiveImage source: dodlive.mil QUALITY TRUMPS QUANTITY
:: Angie Schottmuller @aschottmuller #CXLLive
Example: Taloon.com, Source: VWO.com :: Angie Schottmuller @aschottmuller #CXLLive -12% COVERSION
Isp = Qsp * Uf CONVERSION IMPACT SOCIAL PROOF QUALITY UNCERTAINTY FRICTION Model by Angie Schottmuller, Copyright © 2015. All rights reserved.
:: Angie Schottmuller @aschottmuller #CXLLiveImage credit: Disney, Finding Nemo
BRAND LOGO Web Form Heading ü  Resource benefit ü  Memorable benefit GET YOUR FREE SCORECARD EMAIL: Headline That Hooks Attention Testimonial snippet starting with explanation of problem. Mention of solution concerns, quantified value, and specific benefits that came to fruition – all confirming this decision was a good one. ~ } Luke Skywalker, Master Jedi, Star Wars Rebel Alliance May 4, 2020 1.  Credible 2.  Relevant 3.  Attractive 4.  Visual 5.  Enumerated 6.  Nearby 7.  Specific Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD 7 Factors of Social Proof Persuasion Quality
BRAND LOGO Web Form Heading ü  Resource benefit ü  Memorable benefit GET YOUR FREE SCORECARD EMAIL: Headline That Hooks Attention Testimonial snippet starting with explanation of problem. Mention of solution concerns, quantified value, and specific benefits that came to fruition – all confirming this decision was a good one. ~ } Luke Skywalker, Master Jedi, Star Wars Rebel Alliance May 4, 2020 1.  Credible 2.  Relevant 3.  Attractive 4.  Visual 5.  Enumerated 6.  Nearby 7.  Specific Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD 7 Factors of Social Proof Persuasion Quality C R A V E N S
n. CRAVENS Origin: Middle English, Old French 1.  Those who are scared or easily intimidated 2.  Cowards, quitters, scaredy cats :: Angie Schottmuller @aschottmuller #CXLLiveReference: http://dictionary.reference.com/browse/craven
:: Angie Schottmuller @aschottmuller #CXLLiveImage credit: rollingstone.com WES CRAVEN - HORROR FILM DIRECTOR/PRODUCER/WRITER
Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY
Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
Example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #CXLLive VARIANTCONTROL
Example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #CXLLive VARIANT 47X MORE LEADS CONTROL
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE 18 3 3 3 3 2 2 2 CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE 18 PHOTO 13 RATING 15 REVIEW 13 3 3 3 3 2 2 2
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: Taloon.com, Source: VWO.com, Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE -3 1 0 0 1 -5 0 0 -12% COVERSION
Example: Amazon.com – Three Wolf Moon Shirt. :: Angie Schottmuller @aschottmuller #CXLLive
:: Angie Schottmuller @aschottmuller #CXLLiveExample: Amazon.com – Three Wolf Moon Shirt. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE C R A V E N S SCORE 13
:: Angie Schottmuller @aschottmuller #CXLLiveExample: Amazon.com – Three Wolf Moon Shirt. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE
:: Angie Schottmuller @aschottmuller #CXLLive
$%  GLUE PERSUASIVE TESTIMONIAL CORE Model by Angie Schottmuller, Copyright © 2014. All rights reserved. CLIENT PROBLEM BUSINESS SOLUTION RESULT SPECIFICS ! + +
:: Angie Schottmuller @aschottmuller #CXLLiveSource: Bazaarvoice Case Study SOCIAL PROOF SCORECARD EXAMPLE C R A V E N S +32% SALES AIDED "SHOES" PAGE 1 RANK SCORE 13
:: Angie Schottmuller @aschottmuller #CXLLiveExample: ExtremeTerrain.com with Needle Live Chat Extreme Terrain Advocate Live Chat JEEP ADVOCATE LIVE CHAT *SOCIAL SUPPORT*
:: Angie Schottmuller @aschottmuller #CXLLiveExample: ExtremeTerrain.com with Needle Live Chat, Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE SCORE 21
:: Angie Schottmuller @aschottmuller #CXLLive
TASK #3 Use the C-R-A-V-E-N-S scorecard to grade, test and compare social proof persuasive quality. :: Angie Schottmuller @aschottmuller #CXLLive
SOCIAL PROOF INVENTORY :: Angie Schottmuller @aschottmuller #CXLLive
PERSUASIVE QUALITYPROOF FORMAT -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise Sum it. Score it. Say it. Sign it. Show it. Shine it. SOCIAL PROOF INVENTORY FEAR/UNKNOWN: ____________________
Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF INVENTORY MATRIX SUM SCORE SAY SIGN SHOW SHINE PROOF IDEAS CREDIBILE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC PROOF FORMAT (6S) PERSUASIVEQUALITY FEAR/UNKNOWN
:: Angie Schottmuller @aschottmuller #CXLLive WHAT WOULD HELP _____________ BE MORE ________? PROOF FORMAT PERSUASIVE/QUALITY
Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF INVENTORY MATRIX SUM SCORE SAY SIGN SHOW SHINE PROOF IDEAS CREDIBILE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC PROOF FORMAT (6S) PERSUASIVEQUALITY FEAR/UNKNOWN Include source Include 4.5 score Place near title - - Include # reviews -
BOTTOM LINE :: Angie Schottmuller @aschottmuller #CXLLive
CIRCLE OF TRUST YOU :: Angie Schottmuller @aschottmuller #CXLLive
6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6
Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY
Isp = Qsp * Uf CONVERSION IMPACT SOCIAL PROOF QUALITY UNCERTAINTY FRICTION Model by Angie Schottmuller, Copyright © 2015. All rights reserved.
:: Angie Schottmuller @aschottmuller #CXLLive
ü Buffering fear/uncertainty = key to persuasion ü Formats go WAY beyond just reviews ü Quality beats quantity ü Impact depends on QUALITY & UNCERTAINTY ü Repurpose for max impact :: Angie Schottmuller @aschottmuller #CXLLive SOCIAL PROOF TAKEAWAYS
Image credit: Disney, Finding Nemo
:: Angie Schottmuller @aschottmuller #CXLLive ANGIE SCHOTTMULLER Growth Marketing Advisor angie@interactiveartisan.com Ÿ @aschottmuller Ask about interactive training workshops and persuasive proof acquisition/testing. GET A SOCIAL PROOF POWER PLAY CONSULTATION …and C-R-A-V-E-N-S scorecard to grade your proof!
SUM IT, SCORE IT, SAY IT, SIGN IT, SHOW IT, SHINE IT, OPTIMIZE IT. COUNT IT, RANK IT, TIME IT, DATE IT, ADD IT, RATE IT, CALCULATE IT. LIKE IT, HEART IT, FAVE IT, FLAG IT, STAR IT, GRADE IT, RECOMMEND IT. HEAR IT, QUOTE IT, PRAISE IT, NAME IT, READ IT, WRITE IT, STORIFY IT. BRAND IT, CITE IT, ASK IT, STATE IT, POLL IT, VOICE IT, Q&A IT. DRAW IT, SNAP IT, VIEW IT, GRAPH IT, MAP IT, BADGE IT, VISUALIZE IT. CHANGE IT, WATCH IT, PLAY IT, PAUSE IT, CLIP IT, LIST IT, QUICK-PODCAST IT. CHECK IT, MARK IT, PROVE IT, CLAIM IT, STAMP IT, SEAL IT, GUARANTEE IT. SOCIAL PROOF IT. SOCIAL PROOF IT. SOCIAL PROOF IT. Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
ANGIE SCHOTTMULLER Growth Marketing Advisor @aschottmuller linkedin.com/in/angieschottmuller angie@interactiveartisan.com Top 10 of 2015 ONLINE MARKETING EXPERTS

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Social Proof Persuasive Content Framework

  • 1. SOCIAL PROOF Image credit: Disney, Finding Nemo PERSUASIVE CONTENT FRAMEWORK – REDUCING FEAR TO IMPROVE CONVERSION
  • 2. :: Angie Schottmuller @aschottmuller #CXLLive What’s your biggest FEAR?
  • 3. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: hercampus.com What’s a routine task that gives you HIGH ANXIETY?
  • 4. Image source: texastimetravel.toursphere.com :: Angie Schottmuller @aschottmuller #CXLLive
  • 5. Image source: www.army.mil :: Angie Schottmuller @aschottmuller #CXLLive
  • 6. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: www.dliflc.edu
  • 7. My anxiety of the weekly 5-mile run lead me to run it ASLEEP. :: Angie Schottmuller @aschottmuller #CXLLive
  • 8. Image source: armaholic.com :: Angie Schottmuller @aschottmuller #CXLLive
  • 9. :: Angie Schottmuller @aschottmuller #CXLLive
  • 10. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: rallypoint.com
  • 11. :: Angie Schottmuller @aschottmuller #CXLLive
  • 12. SOCIAL PROOF PHENOMENON :: Angie Schottmuller @aschottmuller #CXLLive
  • 13. Book: “Influence: The Psychology of Persuasion” by Dr. Robert Cialdini :: Angie Schottmuller @aschottmuller #CXLLive SOCIAL PROOF PHENOMENON When uncertain or fearful, people instinctively look to the behavior of others to guide their decisions.
  • 14. Image source: ticotimes.net :: Angie Schottmuller @aschottmuller #CXLLive
  • 15. ADVERTISED vs. ACTUAL Example: McDonald's Big Mac :: Angie Schottmuller @aschottmuller #CXLLive
  • 16. CIRCLE OF TRUST YOU :: Angie Schottmuller @aschottmuller #CXLLive
  • 17. :: Angie Schottmuller @aschottmuller #CXLLiveSource: eMarketer, Feb 2010, survey of US internet users by online video review site EXPO CONSUMER TRUST SOCIAL PROOF REVIEWS MARKETING DESCRIPTIONS
  • 18. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: theatlantic.com
  • 19. Image source: awesomelycute.com :: Angie Schottmuller @aschottmuller #CXLLive
  • 20. Image source: awesomelycute.com :: Angie Schottmuller @aschottmuller #CXLLive
  • 21. :: Angie Schottmuller @aschottmuller #CXLLive CORRECT… AND REDIRECT
  • 22. TASK #1 Identify your audience’s fears, anxieties, questions, and doubts. :: Angie Schottmuller @aschottmuller #CXLLive
  • 23. SOCIAL PROOF FORMATS :: Angie Schottmuller @aschottmuller #CXLLive
  • 24. Definition by Angie Schottmuller. Image credit: wisegeek.com SOCIAL PROOF = EVIDENCE of/from OTHERS THAT REDUCES FEAR OR UNCERTAINTY LIKE US
  • 25. FRAMEWORK :: Angie Schottmuller @aschottmuller #CXLLive
  • 26. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6
  • 27. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. SUM it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6 11 1 1 1 1 1
  • 28. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. SCORE it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6 2 2 2 2
  • 29. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. SAY it. Sign it. Show it. Shine it. 1 2 3 4 5 6 3 3 3
  • 30. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. SIGN it. Show it. Shine it. 1 2 3 4 5 6 4 4 4 4 4 4 4
  • 31. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. SHOW it. Shine it. 1 2 3 4 5 6 5 5 5 5 5 5
  • 32. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. SHINE it. 1 2 3 4 5 6 6 6 6 6
  • 33. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6 6 66 6 1 11 1 1 1 1 4 4 4 4 4 4 4 3 3 35 5 5 5 5 5 2 2 2 2
  • 34. Example: Unbounce.com :: Angie Schottmuller @aschottmuller #CXLLive SAY ITSUM IT SCORE IT SIGN IT SHOW IT
  • 35. SUM IT, SCORE IT, SAY IT, SIGN IT, SHOW IT, SHINE IT, OPTIMIZE IT. COUNT IT, RANK IT, TIME IT, DATE IT, ADD IT, RATE IT, CALCULATE IT. LIKE IT, HEART IT, FAVE IT, FLAG IT, STAR IT, GRADE IT, RECOMMEND IT. HEAR IT, QUOTE IT, PRAISE IT, NAME IT, READ IT, WRITE IT, STORIFY IT. BRAND IT, CITE IT, ASK IT, STATE IT, POLL IT, VOICE IT, Q&A IT. DRAW IT, SNAP IT, VIEW IT, GRAPH IT, MAP IT, BADGE IT, VISUALIZE IT. CHANGE IT, WATCH IT, PLAY IT, PAUSE IT, CLIP IT, LIST IT, QUICK-PODCAST IT. CHECK IT, MARK IT, PROVE IT, CLAIM IT, STAMP IT, SEAL IT, GUARANTEE IT. SOCIAL PROOF IT. SOCIAL PROOF IT. SOCIAL PROOF IT. Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
  • 36. TASK #2 Brainstorm and inventory 6S formats to buffer audience’s fear/questions. :: Angie Schottmuller @aschottmuller #CXLLive
  • 37. SOCIAL PROOF QUALITY :: Angie Schottmuller @aschottmuller #CXLLive
  • 38. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: dodlive.mil QUALITY TRUMPS QUANTITY
  • 39. :: Angie Schottmuller @aschottmuller #CXLLive
  • 40. Example: Taloon.com, Source: VWO.com :: Angie Schottmuller @aschottmuller #CXLLive -12% COVERSION
  • 41. Isp = Qsp * Uf CONVERSION IMPACT SOCIAL PROOF QUALITY UNCERTAINTY FRICTION Model by Angie Schottmuller, Copyright © 2015. All rights reserved.
  • 42. :: Angie Schottmuller @aschottmuller #CXLLiveImage credit: Disney, Finding Nemo
  • 43. BRAND LOGO Web Form Heading ü  Resource benefit ü  Memorable benefit GET YOUR FREE SCORECARD EMAIL: Headline That Hooks Attention Testimonial snippet starting with explanation of problem. Mention of solution concerns, quantified value, and specific benefits that came to fruition – all confirming this decision was a good one. ~ } Luke Skywalker, Master Jedi, Star Wars Rebel Alliance May 4, 2020 1.  Credible 2.  Relevant 3.  Attractive 4.  Visual 5.  Enumerated 6.  Nearby 7.  Specific Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD 7 Factors of Social Proof Persuasion Quality
  • 44. BRAND LOGO Web Form Heading ü  Resource benefit ü  Memorable benefit GET YOUR FREE SCORECARD EMAIL: Headline That Hooks Attention Testimonial snippet starting with explanation of problem. Mention of solution concerns, quantified value, and specific benefits that came to fruition – all confirming this decision was a good one. ~ } Luke Skywalker, Master Jedi, Star Wars Rebel Alliance May 4, 2020 1.  Credible 2.  Relevant 3.  Attractive 4.  Visual 5.  Enumerated 6.  Nearby 7.  Specific Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD 7 Factors of Social Proof Persuasion Quality C R A V E N S
  • 45. n. CRAVENS Origin: Middle English, Old French 1.  Those who are scared or easily intimidated 2.  Cowards, quitters, scaredy cats :: Angie Schottmuller @aschottmuller #CXLLiveReference: http://dictionary.reference.com/browse/craven
  • 46. :: Angie Schottmuller @aschottmuller #CXLLiveImage credit: rollingstone.com WES CRAVEN - HORROR FILM DIRECTOR/PRODUCER/WRITER
  • 47. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY
  • 48. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
  • 49. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
  • 50. Example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #CXLLive VARIANTCONTROL
  • 51. Example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #CXLLive VARIANT 47X MORE LEADS CONTROL
  • 52. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
  • 53. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE 18 3 3 3 3 2 2 2 CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC
  • 54. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE 18 PHOTO 13 RATING 15 REVIEW 13 3 3 3 3 2 2 2
  • 55. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad :: Angie Schottmuller @aschottmuller #CXLLiveExample: Taloon.com, Source: VWO.com, Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE -3 1 0 0 1 -5 0 0 -12% COVERSION
  • 56. Example: Amazon.com – Three Wolf Moon Shirt. :: Angie Schottmuller @aschottmuller #CXLLive
  • 57. :: Angie Schottmuller @aschottmuller #CXLLiveExample: Amazon.com – Three Wolf Moon Shirt. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE C R A V E N S SCORE 13
  • 58. :: Angie Schottmuller @aschottmuller #CXLLiveExample: Amazon.com – Three Wolf Moon Shirt. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE
  • 59. :: Angie Schottmuller @aschottmuller #CXLLive
  • 60. $%  GLUE PERSUASIVE TESTIMONIAL CORE Model by Angie Schottmuller, Copyright © 2014. All rights reserved. CLIENT PROBLEM BUSINESS SOLUTION RESULT SPECIFICS ! + +
  • 61. :: Angie Schottmuller @aschottmuller #CXLLiveSource: Bazaarvoice Case Study SOCIAL PROOF SCORECARD EXAMPLE C R A V E N S +32% SALES AIDED "SHOES" PAGE 1 RANK SCORE 13
  • 62. :: Angie Schottmuller @aschottmuller #CXLLiveExample: ExtremeTerrain.com with Needle Live Chat Extreme Terrain Advocate Live Chat JEEP ADVOCATE LIVE CHAT *SOCIAL SUPPORT*
  • 63. :: Angie Schottmuller @aschottmuller #CXLLiveExample: ExtremeTerrain.com with Needle Live Chat, Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF SCORECARD EXAMPLE SCORE 21
  • 64. :: Angie Schottmuller @aschottmuller #CXLLive
  • 65. TASK #3 Use the C-R-A-V-E-N-S scorecard to grade, test and compare social proof persuasive quality. :: Angie Schottmuller @aschottmuller #CXLLive
  • 66. SOCIAL PROOF INVENTORY :: Angie Schottmuller @aschottmuller #CXLLive
  • 67. PERSUASIVE QUALITYPROOF FORMAT -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise Sum it. Score it. Say it. Sign it. Show it. Shine it. SOCIAL PROOF INVENTORY FEAR/UNKNOWN: ____________________
  • 68. Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF INVENTORY MATRIX SUM SCORE SAY SIGN SHOW SHINE PROOF IDEAS CREDIBILE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC PROOF FORMAT (6S) PERSUASIVEQUALITY FEAR/UNKNOWN
  • 69. :: Angie Schottmuller @aschottmuller #CXLLive WHAT WOULD HELP _____________ BE MORE ________? PROOF FORMAT PERSUASIVE/QUALITY
  • 70. Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved. SOCIAL PROOF INVENTORY MATRIX SUM SCORE SAY SIGN SHOW SHINE PROOF IDEAS CREDIBILE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC PROOF FORMAT (6S) PERSUASIVEQUALITY FEAR/UNKNOWN Include source Include 4.5 score Place near title - - Include # reviews -
  • 71. BOTTOM LINE :: Angie Schottmuller @aschottmuller #CXLLive
  • 72. CIRCLE OF TRUST YOU :: Angie Schottmuller @aschottmuller #CXLLive
  • 73. 6S FORMATS of SOCIAL PROOF Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved. Sum it. Score it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6
  • 74. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved. CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos” RELEVANT. Pertinent, germane, applicable, meaningful, important ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos” VISUAL. Pictured, drawn, mapped, graphed, viewable ENUMERATED. Quantified, scored, ranked, calculated, “logos” NEARBY. Close, proximate, or near uncertainty/anxiety points SPECIFIC. Distinct, descriptive, named, detailed, precise -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad SOCIAL PROOF SCORECARD 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY
  • 75. Isp = Qsp * Uf CONVERSION IMPACT SOCIAL PROOF QUALITY UNCERTAINTY FRICTION Model by Angie Schottmuller, Copyright © 2015. All rights reserved.
  • 76. :: Angie Schottmuller @aschottmuller #CXLLive
  • 77. ü Buffering fear/uncertainty = key to persuasion ü Formats go WAY beyond just reviews ü Quality beats quantity ü Impact depends on QUALITY & UNCERTAINTY ü Repurpose for max impact :: Angie Schottmuller @aschottmuller #CXLLive SOCIAL PROOF TAKEAWAYS
  • 78. Image credit: Disney, Finding Nemo
  • 79. :: Angie Schottmuller @aschottmuller #CXLLive ANGIE SCHOTTMULLER Growth Marketing Advisor angie@interactiveartisan.com Ÿ @aschottmuller Ask about interactive training workshops and persuasive proof acquisition/testing. GET A SOCIAL PROOF POWER PLAY CONSULTATION …and C-R-A-V-E-N-S scorecard to grade your proof!
  • 80. SUM IT, SCORE IT, SAY IT, SIGN IT, SHOW IT, SHINE IT, OPTIMIZE IT. COUNT IT, RANK IT, TIME IT, DATE IT, ADD IT, RATE IT, CALCULATE IT. LIKE IT, HEART IT, FAVE IT, FLAG IT, STAR IT, GRADE IT, RECOMMEND IT. HEAR IT, QUOTE IT, PRAISE IT, NAME IT, READ IT, WRITE IT, STORIFY IT. BRAND IT, CITE IT, ASK IT, STATE IT, POLL IT, VOICE IT, Q&A IT. DRAW IT, SNAP IT, VIEW IT, GRAPH IT, MAP IT, BADGE IT, VISUALIZE IT. CHANGE IT, WATCH IT, PLAY IT, PAUSE IT, CLIP IT, LIST IT, QUICK-PODCAST IT. CHECK IT, MARK IT, PROVE IT, CLAIM IT, STAMP IT, SEAL IT, GUARANTEE IT. SOCIAL PROOF IT. SOCIAL PROOF IT. SOCIAL PROOF IT. Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
  • 81. ANGIE SCHOTTMULLER Growth Marketing Advisor @aschottmuller linkedin.com/in/angieschottmuller angie@interactiveartisan.com Top 10 of 2015 ONLINE MARKETING EXPERTS