In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack a simple, repeatable system so that the client wins already happening in your world become visible marketing assets — not forgotten moments.
Listen now to see how you can turn casual comments, small wins, and big transformations into strategic social proof that builds trust and speeds up buying decisions.
Listen to This Episode to Hear More About:
- The real reason social proof sells when your copy alone doesn’t. How Robert Cialdini’s “social proof” principle works in the real world and why it’s non-negotiable for your marketing.
- Why your best proof is probably hiding in plain sight. The everyday emails, DMs, and off-hand comments you’re overlooking — and how to start spotting them instantly.
- How to build a simple “Capture” system your whole team can use. From Slack channels to shared folders, what to set up so proof is grabbed, named, and filed automatically (not “when you remember”).
- The surprising truth about what counts as powerful proof. Why small, relatable wins often outperform the big, dramatic “I made a million dollars” stories — especially for newer buyers.
- How to bake social proof requests into your process. Smart “ask moments” for service providers, coaches, eCommerce brands and more, so testimonials and case studies flow naturally.
- Turning raw feedback into assets with the “Create” step. How to transform screenshots, quotes, and stories into persuasive posts, slides, emails, and case studies without feeling braggy.
- Visual vs emotional vs numerical proof — and when to use each. A fast way to choose whether to show a graph, share a story, or highlight a single sentence to maximise impact.
- What to do when you feel awkward sharing client wins. The mindset reframe that turns promotion into a genuine celebration of your clients (and why that energy is magnetic).
- The Publish rhythm: how to make proof part of your ongoing marketing, not a once-a-launch afterthought. Where to place social proof across emails, socials, webinars, sales pages and more.
- How the Capture → Create → Publish flywheel compounds over time. Why a well-run Social Proof System keeps shortening decision time and increasing conversions, month after month.
- And much more…
Also Mentioned in This Episode:
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Ep 267: How to Use Custom GPTS with Tina Tower
https://herbusiness.com/podcast/how-to-use-custom-gpts-to-save-time-create-better-content-and-sound-more-like-you-with-tina-tower/
Influence: The Psychology of Persuasion by Dr Robert Cialdini
https://www.influenceatwork.com/books-and-publications/
Australian Writers’ Centre
https://www.writerscentre.com.au
Valerie Khoo – Writer, artist and CEO of the Australian Writers’ Centre.
https://valeriekhoo.com/
Sarah Brabbin – British Wildlife Sculptor
https://www.sarahbrabbin.com/
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