Integrating Social Proof On Sites

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

Last week in an internal team workshop, I asked the group a question: “If you're not creating content on LinkedIn, why not?” They came up with ten reasons - everything from “I don’t know what to say,” to “I feel awkward putting myself out there,” to “I don’t want to seem like I’m bragging,” or “I’m not sure anyone would even find it interesting.” Here’s what stood out: Every reason started with “I.” It was all about them - their doubts and discomfort. So, I offered a small but effective shift that can take the pressure off and make showing up feel a whole lot easier: ✨ Make your community the star of your content ✨ What does that actually look like? It means shifting the spotlight from you to the people, stories, and moments that exist around you. And doing it in a way that still reflects your values, your expertise, and your perspective. Here are a few ways to do it: ✅ Highlight your team Share the work they’re doing behind the scenes. A project they’ve delivered, a promotion they’ve earned, or even a moment of growth you’ve witnessed. ✅ Celebrate your clients Tell the story of a client who’s achieving great things. It doesn’t have to be a case study just a quick insight into the work they’re doing, their success, or a shift they’ve made. You don’t need to name them unless appropriate. The focus is on their journey, not yours. ✅ Share industry insights Got back from a conference or event? Talk about what you learned, the speakers that stood out, the side coffee or wine chat, or the trends you're noticing. ✅ Acknowledge your network Say thank you. Recognise someone who gave you advice, introduced you to a new way of thinking, made a connection for you, brightened your day or helped you get unstuck. ✅ Feature your collaborators and community Whether it’s a podcast guest, a project partner, or someone in your community, spotlight them. Share what they do, what you learned from them, or how they’re making an impact. If you’re holding back from posting because it feels too self-promotional or too awkward - try this instead: 👉 Pick one person in your community and shine a light on them this week. 📷 Need some inspiration? One person who does this incredibly well and with absolute consistency is Jonathan Mamaril. Jonathan’s approach to content on LinkedIn is a standout example of what it means to shine the light on others. Whether he’s actively bringing people into a conversation, featuring a podcast guest, spotlighting community member, acknowledging a collaborator, or celebrating someone in his broader network, his posts are thoughtful, intentional, and generous. It’s inclusive. It’s community-focused. And it's a great reminder that sometimes the best way to show who you are is to lift up the people around you. #linkedin #community #locallink

Zomato applied "Cialdini’s Principle of Social Proof" in a subtle manner. How? I was browsing Starbucks' menu on Zomato when I noticed ✅ Java Chip Frappuccino is tagged as "Highly Reordered." It made my decision slightly easier. Zomato is now tagging food items on its menu interface with labels like: ↳“Highly Reordered” ↳“Less Ordered” These tags appear right below the item name. They convey social proof, a cognitive shortcut that tells you, “Others ordered this a lot, so it’s probably good.” It’s not just UI polish. It’s UX intelligence. Let's understand how. This feature is rooted in 𝐂𝐢𝐚𝐥𝐝𝐢𝐧𝐢’𝐬 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞 𝐨𝐟 𝐒𝐨𝐜𝐢𝐚𝐥 𝐏𝐫𝐨𝐨𝐟, one of the most studied ideas in behavioral science. ❇️ “When people are uncertain, they look to others’ behavior to guide their own.” — Robert Cialdini, Influence: The Psychology of Persuasion In moments of cognitive load (like choosing between 17 types of coffee), simple nudges can greatly reduce decision fatigue. 🧪 𝐖𝐡𝐲 𝐈𝐭 𝐖𝐨𝐫𝐤𝐬? 1️⃣ Reduces Friction 2️⃣ Builds Trust (It says, “Others tried and liked this.” That’s free validation ) 3️⃣ Drives Conversions 4️⃣ Reinforces Habit Loops: 5️⃣ Personalization Friendly 𝐖𝐡𝐲 𝐝𝐢𝐝 𝐈 𝐥𝐢𝐤𝐞 𝐭𝐡𝐞 𝐝𝐞𝐬𝐢𝐠𝐧? ✅ Microcopy → “Highly reordered” is neutral, positive, and measurable. 👀 Placement →Just below the item name, close to a decision point. 🟢 Visual Cues → A clean icon (like a green reorder bar) adds visual validation. 🧭 Contextual Relevance → It appears correctly, in the moment of ordering. These are hallmarks of what Don Norman called “user-centered design.” You meet the user where they are, with just enough information to help without overwhelming them. Nice feature by Zomato :) #ProductDesign #BehavioralScience #UXDesign #Zomato #DesignPsychology #ProductThinking #SocialProof #UXStrategy #CognitiveBias #ProductManagement #ProductManager

Convincing your client to approve your design is not easy! Often, clients may not be aware of design principles but their input is invaluable because they are the final approvers.  So how do you ensure the client not only understands the design but also feels confident in its effectiveness? This is why our team presents the logo in real-life scenarios:  → Showing a logo in practical situations like products, billboards, social media, or business cards gives a tangible sense of its application. A flat design might look great on paper, but seeing how it will look practically creates a stronger connection. → Use slides to narrate how the design aligns with the brand’s identity and communicates its message. Visual aids like showing the logo in a monochrome version or alongside branding elements help clients visualize the bigger picture.  A good presentation will not only get approved faster but also ensure the client sees its value. In fact, more than 50% of our clients mention how interactive and personalised the presentation was making it easier for them to make a decision. Do you give your clients a practical overview of your logo? #graphicdesign

People don’t buy from brands—they buy from people they trust. Trust is the foundation of every successful social media sale. Some think flashy ads and viral posts are the key to social media sales. But the truth? Consistent trust-building beats short-term gimmicks every time. Show up consistently with valuable content. Engage genuinely with your audience—respond to comments, ask questions, and be human. Share testimonials and real customer stories to showcase authenticity. Be transparent—if you make a mistake, own it and make it right. Many believe that selling on social media is about having a large following. In reality, a smaller, engaged audience that trusts you can outperform massive, unengaged followers. I’ve spent years helping brands build trust on social media, transforming their online presence from overlooked to overbooked. I’ve seen firsthand that trust is the currency of the online world. When I started my journey into social media marketing, I thought success was all about going viral. I chased trends, tried every hack, and yet, sales were flat. Gradually, I shifted my focus to trust. I started listening to my audience, providing real value, and showing up authentically. The transformation was slow, but steady. Sales began to climb, not because of a single viral moment, but because my audience trusted me. In the noisy world of social media, trust is your superpower. Build it, nurture it, and watch your business thrive. #branding #socialmediastrategist

When motorsport sponsorships get creative... - My top 3 favourite logo placements - The positioning of a logo on a car/bike/helmet is not banal. There are clever positions that can enhance the brand awareness even of a small logo. There are my top 3 so far: 𝟭. 𝗜𝗣 - 𝗚𝗿𝗲𝘀𝗶𝗻𝗶 𝗥𝗮𝗰𝗶𝗻𝗴: IP is a petrol brand. Where better to place a logo than on the bike's tank? Is the logo placed on the wrong side? No, it actually faces the small frontal camera. When captured live, the logo looks massive, grabbing maximum attention. 𝟮. 𝗕𝗿𝗲𝗮𝘁𝗵𝗲 𝗥𝗶𝗴𝗵𝘁 - 𝗝𝗼𝗿𝗴𝗲 𝗠𝗮𝗿𝘁𝗶𝗻: Jorge uses the nasal strips while racing. It helps him breathing better during the race. What a better place for the Nasal strip than the helmet? 👃 𝟯. 𝗜𝗪𝗖 - 𝗠𝗲𝗿𝗰𝗲𝗱𝗲𝘀-𝗔𝗠𝗚 𝗣𝗘𝗧𝗥𝗢𝗡𝗔𝗦 𝗙𝗼𝗿𝗺𝘂𝗹𝗮 𝗢𝗻𝗲 𝗧𝗲𝗮𝗺 Lewis and George cannot use the real IWC watches when racing.   So why don't customise the racing gloves? This is not a new logo placement, but I still find it an absolute clever use of accessorising. --------- Logo placements aren't just ticks off a contract ✅ It’s a well thought move. There are many considerations to make when defining the position: - it is readable? - is it visible to cameras? - is it in the right colours? - is it in the right lettering? - is it good for social media? - is the position worth the money? ... A recent client example: I suggested a minor change in their logo's letter spacing. The result? ↳ Remarkably improved readability and increased logo visibility. Subtle changes can pack a punch in logo visibility. P.S. Not all colours are equal when it comes to readability... Do you know what are the most/less easy to read?

Audience collaboration isn’t a buzzword, it’s a revenue and relevance strategy for local news. Local journalism has been under pressure for years, but collaborative investigations could offer a sustainable path forward. Community-driven journalism, where newsrooms work directly with audiences to source information and leads, is reshaping how impactful stories are uncovered. By involving audiences directly in storytelling, publishers unlock deeper insights, rebuild community connections, and diversify revenue, without relying solely on traditional advertising models. Collaborative journalism works such that communities contribute firsthand data, reducing reporting costs and uncovering underreported issues such as systemic discrimination and environmental risks. Also, public participation fosters accountability, helping counter perceptions of bias or disconnected reporting. Then, smaller newsrooms pool resources with peers or broader networks to tackle complex, resource-intensive investigations. Projects that document hate crimes or public misconduct through open submissions show the tangible potential of this model. Crowdsourced investigations allow publishers to broaden their reporting reach without expanding headcount which is a crucial advantage amid ongoing financial constraints. Revenue Models for Collaborative Work ✅Memberships/Subscriptions: Offer exclusive access to collaborative findings, early reports, or behind-the-scenes updates. ✅Grants and Philanthropy: Secure support from organisations focused on civic engagement or public-interest journalism. ✅Sponsored Content: Partner with businesses to fund hyperlocal investigations into issues like housing affordability or environmental impact. ✅Licensing: Syndicate investigative work to larger networks, research institutions, or educational platforms. The focus is on building a reciprocal relationship where audiences are not just passive readers but active participants, directly contributing to meaningful reporting. Here are the key takeaways: 1. Start Small: Pilot a single collaborative project, such as crowdsourcing insights into local infrastructure challenges, to gauge community interest. 2. Monetise Participation: Offer tiered membership perks linked to audience input, like early-access reports or Q&A briefings. 3. Measure Beyond Clicks: Track engagement metrics such as submissions received and policy changes influenced by investigations. Crowdsourced journalism demands upfront investment in moderation systems, fact verification processes, and audience education. Maintaining editorial standards while scaling collaboration is key. However, the potential payoff includes sustainable revenue streams, loyal readerships, and journalism that drives real-world change which justifies the shift. Have you partnered with audiences on investigations? Share your experience in the comment section. #CollaborativeJournalism #LocalNews #MediaRevenue #AudienceEngagement #PublishingStrategy

How I took a bootstrapped startup from 0 to 21 logos in 9 months without customer testimonials. The data is clear - social proof, testimonials and referrals are GOLD in sales. Which means trying to sell without them is HARD. Trying to grow a company from the essential 0 to 10 customer milestone is TOUGH. 👉 I joined a bootstrapped startup as employee # 1. I was asked to create the MVP & GTM strategy. I did not come from the startup world and it wasn't a tech company. Meaning I had ZERO idea how wild this ask was. Instead I said yes and agreed to bring a new product with zero customers to life in a super saturated market that I'd never sold into before. 👉 How was I still able to leverage social proof? My # 1 to leverage testimonials at a company with no customers in an industry I'd never worked in was to rely heavily on trust I'd build with former customers. I reached out to former customers who had bought a different product and were in a very different industry (energy versus hospitality) and asked if they would do referral calls for me. I created a shortlist of 4 former customers who were happy to take referral calls on my behalf. No, they couldn't speak to the product I was currently selling. No, they didn't understand the new industry I was selling to. ✅ They could talk about TRUST. They talked about what it was like to work with me. They shared why they would hire me, why they would buy from me again, why it was worth betting on me. 👉 The reason that social proof works so well is because it makes decisions feel safer. Your prospects are afraid of making the wrong decision. The crave social proof and testimonials because it reduces the perceived risk in making a decision. If you are in the difficult "first 10 customers" growth phase and struggling to leverage social proof, this is your sign to get creative. Look outside of your company and current industry. Look for creative ways to build trust and reduce your prospects' fear of messing up. 📌 How do you increase trust with your prospects? ✨ Enjoyed this post? Reshare it & follow Leslie Venetz for more!

Let’s be honest—most people don’t want to be first. Not with apps. Not with products. Not even with Netflix shows. We wait. We watch. And once everyone’s talking about it, then we try it. That’s Social Proof in action. Coined by psychologist Robert Cialdini, the principle of social proof is simple: When people are uncertain, they look to others to decide what to do. It’s not a weakness—it’s evolutionary. Our brains are wired to assume that if others are doing something, it must be safe, smart, or beneficial. Now, let’s flip the lens to marketing. You’re not just selling a product. You’re selling certainty. And Social Proof does the heavy lifting for you. Here’s how it plays out: → Numbers Talk: “1M+ people already downloaded this.” That’s not just a flex—it’s a shortcut to trust. If a million people are on board, the new user thinks, Why not me? → Testimonials = Relatability: Show faces. Show names. Show emotion. A great testimonial isn’t just a review. It’s a mirror your potential buyer sees themselves in. → Case Studies & Use Cases: Not just “what we do” but “what we did for someone like you.” It moves you from selling a product to proving an outcome. → User Counters, Comments, Engagement: Live activity feeds, comment counts, or even visible “X people are viewing this right now” bars create micro-moments of urgency and legitimacy. Think about it: when was the last time you picked a restaurant without checking Zomato reviews? Or bought something without scanning Amazon ratings? We all use Social Proof. The question is—are you using it in your marketing? In a world full of choices, people don’t want to make the wrong one. Social proof doesn’t just help them choose. It makes them comfortable choosing you. Lesson for marketers: When you say you’re good, it’s marketing. When others say you’re good, it’s proof. And that difference? It’s what builds trust at scale. #Marketing #SocialProof

Are your clients seeing your social proof as a red flag? Imagine you're about to close a deal. You share glowing testimonials, impressive case studies, and name-drop high-profile clients.  You expect your prospect to be blown away.  But instead, they hesitate, and the deal stalls. What went wrong? Social proof can backfire when it feels irrelevant, overused, or disingenuous.  Instead of building trust, it creates skepticism. 🚩 The Misstep If your testimonials don’t align with your prospect's pain points or industry, they may feel disconnected. Worse, if it seems like you're hiding behind big names rather than addressing their specific concerns, they’ll tune out. ✨ The Fix Make social proof work for you by tailoring it to your audience. 1️⃣ Show the Right Proof Highlight testimonials or case studies from businesses like theirs. Use examples that address the challenges they’ve shared. 2️⃣ Make it Human Avoid overly polished stories. Prospects connect with real struggles and relatable wins, not generic praise. 3️⃣ Let Them Imagine Themselves Position your customer success stories as a blueprint for their potential results. Here’s how to change the script: Instead of: “We’ve worked with global brands like XYZ.” Try: “Here’s how we helped a business like yours save 25% on operational costs within three months.” Social proof isn’t about showing off.  It’s about showing up for your prospect’s needs and priorities. What’s one way you’ve tailored social proof that made a difference in closing a deal? Share your experience below! #salespsychology #buildingtrust #customerfocus #salesstrategy #salesleaders #closedeals #sellingtips #trustbuilding #customersuccess