subject: How To Build Credibility Into Your Copy Using Social Proof [print this page] How To Build Credibility Into Your Copy Using Social Proof
Ok, in this little article, I'm going to describe the many powers that "social proof" can have on human influence.
First, I need you to visualize this with me -
You're standing in a club. The music is beating at your head mercilessly like a rusty old hammer. The place seems to be filled with many eloquently dressed twenty something's that got kinda lucky in the gene pool. Then, suddenly, you catch a glimpse of a familiar face! Not just familiar to you, but to everyone else in the club. This person is what we know in the western world as a "celebrity". They walk through the club and all eyes suddenly drift towards their way. This person's every move captures the attention and intrigue of almost everyone at the club. They soon become the word on everybody's lips. This celebrity is quickly escorted straight to the VIP area where all prying eyes try to capture a glimpse of this universally admired person.
This My Friend Demonstrates The Power Of Social Proof!
We as humans naturally have a tendency to look outside of ourselves to others for evidence on how to behave. The mechanics of this is thatwe believe that others have more information than a single person does, so we behave according to how most people behave. The celebrity example above demonstrates the perceived value we give to someone who is universally admired and known. We respond favourably to celebrity endorsements and testimonials because we naturally attach positive and familiar feelings to that person and it's a way we as marketers leverage that positive connection and bring it to the product or service we're offering.
How Can The Principle Of Social Proof Help Your Business I hear You Ask?
Well, social proof can come in the form oftestimonials/case studies of satisfied customers. The more people who have experienced a positive association with your product, the more value and credibility becomes attached to your business. Another way is bybuilding buzz by talking about buzz. This method entails you talking yourself up! I know if you're a humble guy like myself, this may be very hard to do, but I assure you it will be worth it in the long run! You don't necessarily have to tell total "fibs" but you can maybe employ a small amount of embellishment into your copy. For example, -"we've taken hundreds of enquiries in the last week regarding our new product range." or"In the 3 weeks alone, I've sold over a thousand of these items and the demand just seems to be growing". This starts to imply to your customers that there is a large amount of interest being generated and thus establishing value to your service/product giving it social proof.
Anyhow, if you haven't yet incorporated this fantastic persuasive technique, do so now and watch the difference it will make to your sales.
