September 2, 2025
Proof beats promises every single time. You might think people will trust a great promise, but not more than the proof you can show them. In this episode of Bringing Simplicity Unfiltered, Judy and Greta explain why proof converts more buyers, which kinds of proof actually work, and how to gather enough of it, even when you’re just starting out.
Clients sometimes tell us, “I have this testimonial,” and we have to say, “That’s not going to push someone over the edge to choose you.” Here are four kinds of proof you can start collecting today, and how we help clients use them across their ads, funnels, and offers. Quick side note: some types of proof can’t be used in ads depending on your niche and industry, so check with your ad expert.
Your five-year-old testimonial, even your one-year-old testimonial, isn’t selling today’s buyers. Everybody has been burned. Everyone has heard the promises and guarantees. They want to see that you’ve helped someone recently. That’s why one of the first things we do with clients is collect new, recent testimonials.
Greta and Judy constantly attend other people’s masterclasses to study how they run them. Greta recently attended one about using ads to create passive income. The information was great and the structure was strong. Then the testimonial section showed ad data from 2020 and 2021.
Greta immediately had red flags. The way ads ran in 2020, and the results people could get, are nothing like today. Back then, almost anyone could run ads and make money. Whether it’s fair or not, that host instantly lost credibility with her. Fresh proof feels real. Old proof feels outdated and makes people wonder if you’ve had success lately.
Judy looks for the most recent ratings and reviews on Amazon, especially when buying for her kids, because the product might have changed. When she’s choosing someone for nails or facials, she checks their Instagram highlights for the most recent client results and what year they were posted. Think about what you do before you spend money on yourself, your kids, your spouse, or your dog.
A pretty Canva graphic with five stars and a nice client quote is great for you, but it’s weak at getting someone to convert. People wonder who that person is, whether they relate, and whether the quote was taken out of context. People look for proof from people who look, think, and act like them.
Hormozi talks about this a lot. Marketing in Scottsdale, Arizona is very different from marketing in Indianapolis, Indiana. Choose proof from people who represent the audience you want to attract.
Getting clients to state specific wins in a testimonial is hard. We help clients with prompts that get people to say things like how much they made, and ChatGPT can help you write those prompts. One client recently collected a batch of video testimonials, and our video editing team cut them together with screenshots in between. The more you have, the better, and this kind of proof helps increase ROAS and click-through rates.
After a sales conversation, send a page of recent client wins: “It’s great that you’re hearing about results from me, but here’s a page with wins from our clients just this last month and quarter.” And if you run webinars, please don’t show a Stripe screenshot from last year. For our own upcoming masterclass, we’re sharing what we’ve done this year.
Don’t just show the result. Show the struggle too. People want to see that the person wasn’t already successful before you came along, so they can picture themselves in that person’s shoes.
Ads that start with “I was stuck, frustrated, and losing money” always outperform ads that start with “I hit $50K months.” When we structure ads for clients, we start with the pain point they solve and how they get people from point A to point B. In our Simplicity Ad System, the first testimonial question is, “Where were you when you reached out to me?” Lead with the pain, then show the proof of transformation. That bridge sells because people can see themselves crossing it.
Collect testimonials right after a major transformation. For example, a nutrition coach’s client says, “I’ve never been able to enjoy my family vacation, but because you made it simple, I had the best vacation ever.” That’s the moment to ask.
Don’t wait, because that high only lasts so long. Like any relationship, one minute you love someone and the next you’re annoyed they didn’t put their cup in the dishwasher. Capture the moment and help them remember it.
This approach is how we’ve helped build multiple million-dollar businesses in a year. Prompt clients in a way that connects the win to where they started: “Before we started working together, you spent an entire year in business and did $60,000. How does it feel to do that in a week?” Or tag them in your community: “You just had an awesome win. Share how you executed a five-figure launch this week.” People want to share their wins.
Simply saying “I had a six-figure month” doesn’t resonate. People ask “but how?” or assume you sell high ticket. Showing that someone hit $1 million by August selling $500 courses tells a very different story.
Buyers have heard every promise and guarantee. Proof, especially recent proof from people like them, shows that you’ve actually delivered results.
Recent, visual proof: short, raw video testimonials with specific numbers, plus screenshots of real wins. Text-only quote graphics are the weakest.
Even a year-old testimonial can feel outdated. Keep your success stories as current as possible.
Right after a major win, at their moment of greatest satisfaction. Prompt them to share where they started and what changed.
If you want ads and funnels built around real, current proof, see our services or reach out to us.
Want more? Watch every episode of Bringing Simplicity Unfiltered on our YouTube channel.
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