Why Testimonials and Social Proof Are Crucial for Your Coaching Business... and Why Video Is King

If you're running a coaching business, there's one thing that can move the needle faster than any ad, blog post, or polished sales page: social proof.

It’s not just a buzzword. Social proof is the invisible hand that helps potential clients feel safe saying “yes” to working with you. In a world overflowing with options, people don’t just want to hear what you say about your offer; they want to know what others have experienced.

Trust Is Earned, Not Claimed

The coaching industry is built on trust. Whether you're a life coach, business strategist, or health mentor, you're asking people to open up, take risks, and invest in themselves. That’s a big ask.

When a potential client lands on your site or hears about your offer, they’re not only wondering “Will this work for me?” but also “Can I trust this person?” That’s where testimonials come in.

Seeing real people talk about their real transformations takes your offer from abstract to tangible. It reassures your audience that others have walked the path and seen results. And when they can relate to those stories, it builds confidence not just in your coaching, but in their own ability to succeed.

Why Video Testimonials Work Even Better

Written testimonials are great, and you should absolutely include them, but there’s something about video that takes things to another level.

Video is more human. It’s raw. It’s emotional. You can see the person’s energy, their excitement, or even the vulnerability in their voice. It brings the transformation to life in a way that text simply can’t.

Plus, video makes it much harder to fake. In a space where authenticity matters deeply, that’s a big deal. Anyone can write a generic “This changed my life!” quote and slap a stock photo next to it. But when someone gets on camera and shares how your coaching helped them quit a job, launch a business, or finally feel confident in their own skin. That hits differently.

Social Proof Isn’t Just for the Big Names

You don’t need to have coached thousands of people or have a massive following to use social proof well. Start with what you have. Even one strong testimonial can create a ripple effect.

Here are a few ways to make it work:

• Ask early and often. Don’t wait until someone has a “perfect” result. Some of the most powerful stories come from mid-journey moments.
• Make it easy. Give clients prompts or record a quick Zoom call where they can talk freely about their experience.
• Keep it real. Authenticity beats polish every time. People aren’t looking for perfection — they’re looking for honesty.

Final Thought

In the coaching world, your reputation is your brand. You can tell people how great your program is, but it's the stories of transformation, told by the people who’ve lived it, that truly build trust.

If you’re not already using testimonials, especially video ones, you’re leaving powerful proof on the table. And in a business built on relationships, that proof can be the difference between someone scrolling past your offer or stepping into the transformation you’re here to guide them through.

If you're thinking about how to up your social proof game, but don't know where to start, take a look at Good Kudos, and we'll help take your social proof game to the next level.