When Social Proof is right and wrong
If you are familiar with the social experiments of Dr Cialdini,
then you might recall the use of saying others
have or are doing it.
In his experiments it outpulled other approaches.
The same principal is used by Amazon.
"Frequently bought together"
"Customers who bought this also bought"
He calls the Principal Social Proof.
One experiment was in a restaurant in China. The menu had had
selected items marked "most popular". Sales of them as well as
overall revenue was lifted between 13% and 20%,
depending on the night.
Very powerful.
Now here lies the problem in Social Proof in your marketing.
You use social proof in your decision making process,
consciously or unconsciously, for your marketing.
Most marketing you see, you emulate because of the power
of social proof.
Going against the social norm becomes difficult and seen as risky.
So in the end you blend in.
This leads to being unnoticed.
The trick is knowing when to use Social Proof and when to ignore it.
Best,
Doctor E. Vile
then you might recall the use of saying others
have or are doing it.
In his experiments it outpulled other approaches.
The same principal is used by Amazon.
"Frequently bought together"
"Customers who bought this also bought"
He calls the Principal Social Proof.
One experiment was in a restaurant in China. The menu had had
selected items marked "most popular". Sales of them as well as
overall revenue was lifted between 13% and 20%,
depending on the night.
Very powerful.
Now here lies the problem in Social Proof in your marketing.
You use social proof in your decision making process,
consciously or unconsciously, for your marketing.
Most marketing you see, you emulate because of the power
of social proof.
Going against the social norm becomes difficult and seen as risky.
So in the end you blend in.
This leads to being unnoticed.
The trick is knowing when to use Social Proof and when to ignore it.
Best,
Doctor E. Vile
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