by Shawn Catsimanes
Ever hear of Social Proof? In his fascinating book, Influence, Robert B. Cialdini calls it the "principle of determining what is correct by finding out what other people think is correct. We view behavior as correct in a given situation to the degree that we see others performing it." He adds that most of the time the crowd is right.
During the attendance of a seminar in October of 2005, we watched (and participated) as two such scenes played out.
The first came in the baggage claim of LAX.
Like pliant sheep, we followed the signs and the throng to carousel #2 like the flight attendant had instructed us. After waiting ten or fifteen minutes, about half of our fellow passengers shifted over to carousel #1. We chose to stand our ground. Shortly afterwards, the circular device began to move, but none of our bags appeared. Then we heard someone close by say, "Kansas City's been moved to number one."We diehards scooted to the next carousel over and retrieved our luggage.
In this case, those who moved first were correct.
Never having seen an authority figure, we weren't sure how they came to this conclusion, so we only watched as they advanced en masse to the new location.
Some uncertain joiners jerked their heads back toward carousel #2 and stood slightly between the two apparatuses. This way, had their decision to go along with the dissenting crowd turned out to be wrong; their mistake wouldn't look so obvious. But it was those of us who decided to stick by carousel #2 that ended up looking the fools.
The second incident-an example in reverse-happened at the seminar itself.
We finished our first meal and headed back toward the conference room. In the very front, three or four small clusters lead the way. The group just ahead of us slowed our progress, so we fell into line behind them.
When we came to a small anteroom before the escalators, an odd thing happened.
Instead of walking straight toward the exit, the first group circled around both of the thick pillars in the center of the room. Everyone (including us) followed obediently behind.
Andy and I laughed as we hopped onto the escalator realizing what we'd just done. There seemed no obvious reason for our behavior.
At some point prior to our arrival, the room must have been overcrowded making it necessary to form a long line around the two posts. When the congestion thinned, the stragglers didn't bother to change course, but instead continued in the preset pattern.
This is Social Proof in action. What everyone else was doing seemed to be right, so the rest of us blindly followed their lead.
For years, marketers have used this strategy to promote their wares. As Cialdini points out, "Advertisers love to inform us when a product is the 'fastest-growing' or 'largest-selling' because they don't have to convince us directly that the product is good; they need only say that many others think so, which seems proof enough."
One of the most effective applications of this strategy is the use of testimonials and referrals. By including testimonials from typical customers in your sales and promotional materials, you strengthen your credibility, which in turn, increases the believability of your offer. And if you've ever benefited from an enthusiastic referral resulting in a call from a new prospect, you know just how powerful this form of social proof is.
Whenever possible, use testimonials in your written copy and on your website. And don't be shy about asking for referrals, either. You provide a valuable service/product and people need to know about it.
Take advantage of every weapon in your arsenal (including social proof) to make sure they do.
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