Golf Wallet
In bestseller Robert Cialdini "Influence: The Psychology of Persuasion, he describes the power of social proof, a key principle that states we determine which is correct by watching others.
Especially in uncertain situations, the actions of others often determines how we react. Â
Cialidini said: "The principle of social proof works more strongly when we observe the behavior of people like us. "Â
To prove this point, he describes a study conducted by psychologists at Columbia University. Â
The researchers placed several portfolios containing species and a check on the ground in places around Midtown Manhattan. Also within the portfolios were information Contact for "owner" and a letter stating clearly that the portfolio has lost two other times. Â
The letter – written owner – Indicated that the previous person who found the wallet for the surrender. In fact, it was obvious to anyone found the wallet this time that the previous founder lost himself in the portfolio the way to the mailbox. After all, it was wrapped in an envelope addressed to the owner. Â
The researchers wanted to see how many people attend the first actions of the Finder and return the wallet intact. Â
The key consideration was the letters. Â
Some were written in Standard English by appeared to be an average American. While others have used broken English and were written by a researcher who has identified as a foreigner. Â
What resulted was a marked difference in the response. Only 33% of the portfolio with letters from abroad – Or a person considered to be dissimilar – were returned by mail. Conversely, 70% of portfolios with a letter written by the "American" were returned. Â
The results clearly confirm that we imitate the actions of others, especially when we consider individuals as Similar to us. Â
If you need further evidence to support the power of social proof, think of peer pressure experienced you grow. It is likely these days to lay the foundations of some of your behavior today. Â
So what are the means you can use social proof in your marketing materials? Â
The most obvious is that of testimony. But as you know now, you can not limit your testimony to a vague sentence or two. You must provide detailed information so prospects can relate to the experience your customers. Â
Celebrity endorsements are another way to add social proof. And do not worry about getting support for your product or service from Hollywood a champion – someone who is credible and recognizable to your prospects will do. Â
Referencing Prices and coverage are two other ways to demonstrate social proof. Â
And finally, ever noticed how QVC and Home Shopping Network always show how many items are sold? There is good reason that you are shown that these figures – it's social proof in action. Plaster networks prove even more when customers call to discuss the products they bought. Â
Tom Trush is a copywriter for Write Way Solutions in Phoenix, Arizona. You can view more free copywriting and marketing articles on his blog at http://www.writewaysolutions.com/blog, or instantly receive his free marketing guide, “Simple Steps to Electrify Your Marketing Message,” at http://www.writewaysolutions.com.
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