Welcome to another episode of quick and dirty marketing. My name is Zack Greenfield, and today we're going to finish up our three types of ads with the third and final ad. And these ads are called reputation ads or social proof ads. So we're going to cover those today. I'm going to pull them apart for you, and we're going to figure out how you can use these in your business to help grow and get more customers. 

So in today's episode, we're going to cover the last type of ad set in this series. And those are reputation or social proof type ads. Now this one is the most commonly overlooked ad for small to medium sized businesses. And it's strange to me, but, um, we just don't see a lot of people independently doing these. We always inject them into our client advertising portfolios. We are in a culture of reviews, folks, which is great. And everybody, I think everybody understands you want reviews for your business, but what most business owners don't understand is that you need to pump that stuff back out into the market so that people see how great your reviews are. It's not good enough to just let them collect cobwebs in Google maps and in the corner of Facebook, you need to send that stuff back out and put it in people's faces. 

So you've got to get at the top of the mountain, you're going to get your bull horn and you say, I'm not saying I'm great. Everybody else is saying I'm great. Okay. So that's the objective with reputation and social proof that you're looking to position your business as great, but not said by you by said by all these happy, happy customers, right? It's more powerful for other people to say how great you are than it is for you to sit there and say, we're the best in town. Number one, uh, you know, number one, electrician, number one, car wash or whatever. Nobody everybody sees through that. It's very thin. It doesn't come across as very genuine. But if you say that Jill Jones says, this is the best car wash in town, that's much more believable, carries more weight. Jill is just like me. She has a car just like me and her kids make her car dirty all the time. 

And I believe her and I'm going to go try the carwash. Okay. So that's, that's the psychology to this. All right. Now the first thing you need to understand is that yeah, we're in a culture reviews. You really need to be getting reviews for your business in order to move those over and remarket those and use those reviews. So if you're not capturing reviews for your business, you're a little stuck. You need to get feedback. You need to get reviews. If you don't have a great review in place and you don't have a way that you're communicating, it's soliciting and getting feedback from your customers, that's step one to be able to do these ads. Okay. And that's something that we help our clients with all the time to setting up great automated responders and using automation. If you haven't watched our automation video and our rep, we've done some videos on reputation, check these out, Angie, let's put some videos. 

It goes up here for, uh, for audit. Let's do the automation video. Let's make sure people watch that. And then let's also, uh, put the videos up that we have on reputation, because I think we've talked about that as well on some of the past stuff we'd done over the last year. So you've got to have those two building blocks in place. Then once you have those reviews and you, you know, almost every business gets some Google does a good job. If you're listed there of kind of prompting people that go to your location, if you have a physical location to, you know, maybe write your review. So you may have some, but you need those. Okay. And then you gotta pull and extract from those, your best sound bites or quotes, okay. That are from real people that have worked with you. Now that the twist to this, the other alternative to this is you might have a testation or a testaments from other third-party partners that may be bigger brands in town, or that you may be able to leverage like brand association. 

So like, if you're a vendor for a national brand that can help, like, okay, um, even, and this is where sort of social proof, not reputation, but they kind of fall into that. Let's say that, um, you are an air conditioning company and you sell Lennox air conditioners, right? They have a great nationwide advertising campaign or no, let's go to train. Right? Nothing runs like a train. I think we've all heard that little, little a buzz, you know, like sort of messaging, nothing runs like a train, right? Nobody likes a broken down air conditioner. They've they've handled that objection and really co-branded themselves very well by saying nothing runs like a train. Everybody can visualize that in their head, like a train never stops. You know, it just plaster everything, my air conditioner's never going to break. So if you're a local air conditioning guy, you can actually get a little bit of social proof and a little bit of third party attestation by co-branding yourself with one of your product lines. 

And in this case, the example would be Trane Air conditioners. Trane probably wouldn't let some dumb person install the air conditioner. So that kind of makes you better by doing some third party attestation and attaching yourself to this bigger branch. So that's an example of sort of latching yourself on to a bigger brand to elevate your smaller business. Okay. And that's okay. And it falls under the board. I could have, this is, is presenting yourself with a good reputation, right? So that's one version of it, but we also want those social proof ads. Like, you know, John bought an air conditioner from us, never been happier. Uh, so his quote may say something like, they were on time. Installation was fast and I saved money. John B happy guy, you know, with his air conditioner.

And it wasn't mean like, so the imagery with that as the next one we're going to talk about is the imagery again. So you've got the sound and the quotes of what people say, okay. But the images and I have this in my notes right here needed to show happy and success and the outcome that mirrors the quote or soundbite. Right? So the outcome is, you know, I got this new air conditioner, then the imagery needs to mirror that happy echo. Like, what's great about having great if you're where you're comfortable in your home. So Joe people that are in the house with family time or whatever, and everything is, is okay, and like there's snow outside or the sun is beating down there, like in the Arizona desert or something. I don't know. But, but the imagery needs to support the quote or soundbite that you pull as proof of happy customers. 

Right? So you gotta, you gotta marry those together right now. What's the other, you know, what's the point of these ads, right? Cause we talked about objective with our other types of ads. The objective with this is to get yourself out of the position of saying that you're great because nobody wants to hear that. They only want to hear what other people have to say about you. Cause we're in a review culture. Okay. And you're going to use these ads to support your branding and your direct offer ads. And here is why one of the biggest objections that your customers and potential buyers have in their mind before they do business with you, is am I crazy to be doing business with this guy? Or am I the only one that's buying this crap? They have a little thing in the back of their head that they don't want to be alone. 

They don't want to be the owner. They don't want to be the Guinea pig. Nobody wants to be the Guinea pig. Nobody wants to be the experiment. Nobody wants to be the first one to jump off a cliff. Okay. They want to see everybody else jumped and lived. Right? So this reputation of social proof ads overcomes one of the largest, you know, one of the biggest objections that your potential customers have in their mind, which is that they're the only ones. And if they do it, they're crazy because nobody else is doing it. And I must be an idiot. Right. But the minute they see, John's happy with his air conditioner, 

Hey, I'm not the only guy that's gonna, you know, he was happy. He's probably be happy. Right? 

So same thing like that guy jumped in. He looking, you actually smiling. I'm going to jump right. That's that's the, that's the, the psychology of this, uh, these ads, these reputation of social robots, these support your other ads, where your ad is, the objective is conversion, work on making sure you have good reviews. This is right. Pull out soundbites and potential. Third-party a Testament to your business. Okay. And then tie those in with images that are success-based results-based that support those messages and those quotes and those feed and the feedback you've gotten about your business. And then you got yourself, a decent reputation or social proof ad, and then make sure you're running those alongside with the other two ads that you're going to run, which are your branding ads. You want to watch that video and your direct offer ads. And you want to watch that video. 

So now you've got all three, make sure you spend some time work on this stuff. And, uh, again, we'd love to have you subscribe. If this helped you get your head around things and you liked some of the other videos, we keep doing them. So go ahead and like, and subscribe hit the bell. So you get notifications when we drop the video, you're like doing it about every week or so. Look forward to seeing you on the next one and good luck growing your business and don't stop.