In the 7 Principles of Persuasion series, we’ve covered Reciprocity, Commitment and Consistency, and Scarcity. This blog will explore Principal No 4, Social Proof.
When I undertook further studies in marketing, I thought I’d be learning how to sell things, but surprisingly, I learnt much more about human psychology.
Understanding the human brain, how it works and what influences it, is essentially the basis of marketing. I think this is why I’ve found Robert Cialdini’s seven principles of persuasion so fascinating. I hope you’ve enjoyed these blogs as I deep dive into each of them.
Have you ever heard the phrase ‘Follow the leader?
It turns out that our mindset, whether near or far, can be heavily influenced by this method.
As human beings, we are hardwired to be connected; by being connected, we can influence each other. Most of us crave acceptance, and to fulfill this need, we find ourselves conforming.
This, fellow friends in the business and marketing sphere, is where we can utilise this need to our advantage. In this article, I will step you through the six categories of social proof. We will then have a look at some examples, and finally, we will look at ways to utilise and take advantage of social proof in your business.
Types of social proof
Social proof can be broken down into six categories, and as you read through them, you’ll no doubt be able to relate to some of them.
Here are the six categories:
Expert – When we lack confidence in our knowledge, we turn to the experts. Having an industry expert endorse a product or service speaks volumes.
Celebrity endorsement – love them or hate them, a celebrity endorsement sells. A celebrity is particularly powerful when targeting a specific audience. For example, Costa from Gardening Australia could sell a wide-brimmed hat in seconds, but he may struggle to sell scrunchies.
Customer reviews – are when customers recommend your business, products, or services by writing a review and publishing it online on platforms like Google, Trip Yelp, and Trust Pilot. These reviews can create trust in the brand.
The wisdom of the crowd – is when a large group of people support a business, product, or service. For instance, a brand on Instagram with 100k+ followers illustrates that the brand is reputable.
Referral – is when businesses incentivise people who recommend a product or service to someone in their network. Referrals are powerful; unhappy customers generally won’t recommend the business, product or service to their friends and family.
Certification – is the stamp of approval from an authoritative individual or organisation. This credibility drives sales through buyer confidence.
Examples of social proof
I recently watched Jackie Love on Sunrise talking about her recent weight challenges and how she reached out to Weight Watchers to help her lose those unwanted kilos. It made me wonder how many people signed up for Weight Watchers that morning after learning about Jackie’s weight loss success.
In this example, Weight Watchers have leaned on Jackie Love’s celebrity status to sell their product. If I appeared in that interview instead of Jackie, would it have been as successful? Probably not.
Therefore, when using the principle of social proof in your marketing strategy, it’s crucial to execute it strategically.
Just ask yourself, have you ever been on the search for somewhere to eat in a new town and observed where all the locals went? The fish and chip shop with people lined up outside the door instantly tells you that the business is trustworthy, reputable, and probably safe to eat at. Before the days of the internet, social media platforms and online reviews, we relied on the wisdom of the crowd for social proof.
Another example, I recently talked to a car salesperson who explained how the ANCAP (Australasian New Car Assessment Program) Car Safety rating influenced buyer decisions. (And I say rightly so.) He said he struggled to sell a car with only two ANCAP stars. This is an example of how influential certifications are to the consumer.
The above examples of social proof demonstrate the importance of endorsement, credibility, and reputation. Like it or not, we are influenced by each other.
Let’s look at ways to tap into social proof to drive customers to your business, product or service.
Ways to implement social proof
Here are some simple methods to encourage social proof:
Encourage reviews – In a study conducted by Capterra, a staggering 98% of Australian’s read reviews before they make a purchase. 98%! If you’re not encouraging your clients and customers to leave you reviews already, it’s time to start NOW.
Introduce a referral program – Ever heard the phrase Word of mouth sells? By encouraging and rewarding your customers to refer their friends and family to your business, product or service, you’re encouraging them to do the talking for you.
Invite an expert to endorse you – The words from an expert about your business, product or service tell your audience that you have credibility. Reach out to an expert and ask them to experience and rate your product.
Pay an influencer – Getting back to my earlier comment about following the leader, in brief, an influencer will encourage customers to your business, product or service. This is a fast way of getting your name out there.
Get certified – If you have a product or service that an authoritative industry body can endorse, it’s something to consider. Consumers look for these badges when considering purchasing from or booking with you.
Are you keen to learn more about using social proof?
Honestly, I could have written a book about this principle. It’s powerful, and we’re all influenced by it in some shape or form. I hope I’ve given you a start to how beneficial it can be to any business, big or small.
To learn more about implementing social proof into your marketing strategy, please reach out to us we’d love to chat.