---
name: social-proof-collector
description: "Creates systems for collecting and displaying social proof: screenshots, reviews, UGC, and metrics badges. Use when building a process to gather testimonials and credibility signals."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Social Proof Collector

## When to Use This Skill

Use this skill when you need to:
- Build a systematic process for collecting testimonials and reviews
- Create templates for requesting social proof from customers
- Design a strategy for capturing and displaying credibility signals
- Organize existing social proof for use across marketing channels

**DO NOT** use this skill for creating fake testimonials or social proof. This is for building legitimate systems to collect real customer evidence.

---

## Core Principle

THE BEST SOCIAL PROOF IS SPECIFIC, ATTRIBUTED, AND COLLECTED WHILE THE EXPERIENCE IS FRESH — BUILD A SYSTEM THAT CAPTURES IT AUTOMATICALLY.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Business type** | "What do you sell? Product, service, course, SaaS?" | No default — must be provided |
| **Current social proof** | "What testimonials, reviews, or proof do you already have?" | None |
| **Proof types needed** | "What do you need most? Written testimonials, video, screenshots, metrics?" | Written testimonials |
| **Where it will be used** | "Landing page, sales page, social media, email, all?" | All channels |
| **Customer volume** | "How many customers/clients do you have?" | 10-50 |

**GATE: Confirm brief before building the system.**

---

## Phase 2: Outline

### System Components

```
1. Collection Templates — ask scripts for different situations
2. Timing Strategy — when to ask for proof
3. Types of Social Proof — what to collect
4. Organization System — how to store and categorize proof
5. Display Strategy — where and how to use each type
6. Legal / Permission — rights and compliance
```

**GATE: Approve scope before building.**

---

## Phase 3: Write

### 1. Collection Templates

```
## Testimonial Request — Email Template

Subject: Quick favor? (takes 60 seconds)

Hi [Name],

Thanks again for [specific result or experience they had]. It's been great working with you.

I'm collecting feedback from clients, and I'd love a quick testimonial from you. No pressure at all — but if you're open to it, here are 3 questions to guide you:

1. What was your situation before working with me / using [Product]?
2. What specific result did you get?
3. Would you recommend this to someone in a similar situation?

A few sentences is perfect — no need for an essay. And if you're comfortable, I'd love to use your first name and business name alongside it.

Thanks so much,
[Your name]

## Quick Ask — Post-Delivery (DM or in-person)

"Hey [Name], I'm so glad [specific result]. Would you mind sharing a sentence or two about your experience? I'd love to feature it on my website. Totally optional — just means a lot when clients share their story."

## Video Testimonial Request

"Hi [Name], would you be open to recording a quick 30-60 second video about your experience? I'll send you 3 questions to answer — just hit record on your phone, no editing needed. It really helps other [audience type] see what's possible."
```

### 2. Timing Strategy

```
## When to Ask for Social Proof

| Trigger | Timing | What to Ask For |
|---------|--------|----------------|
| Project delivery / purchase | 24-48 hours after | Written testimonial |
| Milestone achieved | When they share the win | Screenshot + quote |
| Positive feedback received | Immediately | Permission to use it publicly |
| 3-month anniversary | At the 90-day mark | Detailed case study interview |
| Renewal / repeat purchase | At renewal time | Updated testimonial with cumulative results |

**Rule:** Ask within 48 hours of a positive experience. The longer you wait, the lower the response rate.
```

### 3. Types of Social Proof to Collect

```
## Social Proof Menu

| Type | Example | Impact Level | Effort to Collect |
|------|---------|-------------|-------------------|
| Written testimonial | "This saved me 10 hours a week" — Jane D. | High | Low |
| Video testimonial | 30-second clip of a customer sharing results | Very High | Medium |
| Screenshot | DM, email, or chat where customer praises you | High | Very Low |
| Case study | Detailed before/after story with metrics | Very High | High |
| Metrics badge | "500+ customers served" / "4.9 star rating" | Medium | Very Low |
| Logo wall | Display logos of companies you've worked with | Medium | Low |
| Media mentions | "As seen in Forbes, Entrepreneur..." | High | Depends |
| User-generated content | Customers sharing your product on social media | High | Low (incentivize) |
```

### 4. Organization System

```
## Social Proof Library

Organize all proof in one place (spreadsheet or Notion database):

| # | Customer | Type | Quote/Description | Date | Permission | Used On | Category |
|---|----------|------|-------------------|------|-----------|---------|----------|
| 1 | Jane D. | Written | "Saved me 10 hours/week" | 2025-03-15 | Yes - email | Landing page, social | Time savings |
| 2 | Mike T. | Screenshot | DM praising results | 2025-03-20 | Yes - verbal | Instagram stories | Results |

### Categories (tag each piece)
- Results / ROI
- Ease of use
- Customer service
- Specific feature praise
- Transformation story
```

### 5. Display Strategy

```
## Where to Use Each Type

| Channel | Best Proof Types | Placement |
|---------|-----------------|-----------|
| Landing page | Written testimonials + metrics | Near CTA, benefits section |
| Sales page | Case studies + video testimonials | After benefits, before pricing |
| Social media | Screenshots + short quotes | As standalone posts |
| Email | One-line quotes + metrics | Subject line, body, P.S. |
| Proposals | Relevant case study + logo wall | Credibility section |
```

### 6. Legal & Permissions

```
## Permission Checklist

- [ ] Always get written permission before using someone's testimonial
- [ ] Save the permission (email or message) in your proof library
- [ ] Specify where it will be used (website, social, ads)
- [ ] Offer anonymity option: "Happy to use first name only or initials"
- [ ] Never edit the meaning of a testimonial — you can trim for length
- [ ] FTC compliance: disclose if the reviewer received a free product or incentive
```

---

## Phase 4: Polish

### 1. System Checklist

```
## Social Proof System Checklist

- [ ] Collection templates written for email, DM, and video requests
- [ ] Timing strategy maps when to ask based on customer journey triggers
- [ ] All proof types identified with collection methods
- [ ] Organization system created (spreadsheet or database)
- [ ] Display strategy maps proof types to channels and placements
- [ ] Permission process is documented
- [ ] At least 5 pieces of social proof are collected or queued to collect
```

### 2. Quick Start Action Plan

```
## This Week
1. Reach out to your 3 happiest customers with the email template
2. Screenshot any positive DMs or emails you've already received
3. Set up your social proof library (spreadsheet or Notion)
4. Add your best proof to your landing page or social bio
```

---

## Example: Social Proof System for a Freelance Designer

```
Collection triggers:
- After project delivery: email template requesting written testimonial
- When client shares a win related to the design: ask to screenshot
- At 90-day mark: request a before/after case study

Proof library categories: Design quality, ROI, easy to work with, speed
Display: Portfolio site (written + screenshots), proposals (case study + logo wall), Instagram (screenshot posts)
```

---

## Anti-Patterns

- **Never asking** — most customers are happy to give testimonials if asked. The #1 reason people have no proof is they never request it.
- **Asking too late** — waiting 6 months after delivery means the experience is fuzzy. Ask within 48 hours.
- **Unspecific testimonials** — "Great service!" is weak. Guide customers to share specific results with your question template.
- **Fake social proof** — fabricated testimonials are illegal in many jurisdictions and destroy trust instantly.
- **Hiding proof in one place** — your best testimonials should appear on every page and channel, not just a "testimonials" page nobody visits.
- **Not getting permission** — using someone's words without consent is both unethical and legally risky.

---

## Recovery

- **Zero testimonials to start:** Offer a discount or bonus to your next 3 customers in exchange for a detailed testimonial. Disclose the incentive.
- **Customers say yes but never follow through:** Make it effortless — send the 3 questions, offer to write a draft based on their experience for their approval.
- **Only have vague testimonials:** Go back and ask a follow-up: "Could you share a specific result or number? It helps other potential customers relate."
- **No video testimonials:** Start with written. Upgrade to video when customers are enthusiastic enough to volunteer.
- **Collecting but not using:** Schedule a monthly "proof deployment" — add your newest proof to landing pages, social posts, and email signatures.
