Social proof is when other people say nice things about your business. That’s the simple English version of it.
And much like when I go for a run without my Fitbit, if my effort is not recorded by someone else, did it ever really happen?
You can have the best strategy. The best service. The best ideas in your market.But if no one outside your organisation is saying so, then you are the only one who knows it.
Social proof is not just a “nice-to-have,” it’s a fundamental part of how businesses like yours build trust, authority, and momentum.
It’s not about showing off, at least not all about showing off. It’s about making your customers feel comfortable. Social proof does this by removing the “they’re just lying, everybody says they do that,” because your business isn’t saying how good you are, someone else is. Because every sale, every partnership, every growth opportunity starts with one question:
Could I trust these people to deliver?”
Your marketing, no matter how well-crafted, cannot answer that question alone: real feedback from real people does.
What Makes Social Proof Powerful?
Social proof is not just about stars and scores. It is about resonance. It is about showing that other serious, ambitious people have decided to trust you and that decision paid off.
Take three recent examples from Underpin Consultants (and yes, this is humble bragging, even so, it’s my horn, and I can toot it from time to time)
David Clarke wrote:
“Lewis from Underpin Consultants is one of those people that you don’t know you need to meet, until you meet them. Full of ideas that actually make sense, knowledgeable and easy to work with. A pleasure to talk to, it definitely won’t be the last time. Totally recommend.”
This is not just a nice comment.
It tells future clients three critical things:
- The ideas Underpin delivers are not generic. They make practical sense.
- Working with Underpin is not painful. It is productive and easy.
- Clients want to come back because the value is clear.
Iona Mackay added:
“Lewis is a pleasure to work with and brings a refreshing touch to all he does. He is trustworthy and professional with a high set of standards and a brilliant sense of humour. I commend Lewis for his naturally clear communication and his ability to recognise and address both his and others’ strengths and weaknesses to ensure top results.”
Again, the signals are clear:
- Professionalism without arrogance.
- High standards that build confidence.
- Emotional intelligence and leadership without ego.
Sam Truss said:
“I had an outstanding experience speaking with Lewis. His insights and professionalism left me feeling reassured that I’m on the right track. I’m looking forward to using his services again in the future!”
This testimonial shows future customers what matters most:
- Clients leave conversations clearer, more confident, and ready to act.
- Underpin is not a onetime purchase. It is a long-term strategic partner.
Why Does This Matter?
When potential clients are evaluating you, they are looking for three things:
- Are you credible?
- Are you competent?
- Are you the right fit for them personally?
You can spend thousands on websites, ads, brochures. But if you cannot show the voice of your past clients, you leave a question mark hanging over everything you say.
Good businesses prove value through delivery. Smart businesses make sure that value is visible to the next customer too.
If You Are Serious About Growth
If you are investing in your marketing, your strategy, or your sales, but you are not actively building social proof, you are wasting time and money.
Collect testimonials. Share case studies. Ask for reviews. Tell genuine stories.
Make it easy for people to say “yes” to working with you, not because you told them to, but because someone else did.