May 16, 2017
In today’s episode …Direct Response Internet Marketing Copywriter and Consultant (and Host of the Get Clients Now Podcast) Ken Newhouse discusses the psychological phenomenon known as “Social Proof” …and how business owners, entrepreneurs and professionals can harness this powerful aspect of human behavior to ethically sell more to their clients, customers and patients.
According to Robert Cialdini, author of the book: Influence: The Psychology of Persuasion - “We view a behavior as more correct in a given situation to the degree that we see others performing it”. For the business owner looking to get clients now …looking for more referrals …and looking to increase and improve their sales conversions …this episode may (literally) be …the secret weapon that you’ve been searching for.
In almost every instance when your prospects are considering your products and services …they reach that critical point (just prior to purchase) where they are uncertain about what to do. The innate response they experience at that moment is to look to the people around them (experts, celebrities, friends, etc.) …people who have more knowledge about your business …based on personal experience. Prospects look for “Social Proof” from others to know if it’s you’re a legitimate and honest individual or company.
In addition to that, your prospects will often make judgments based on their overall impression of you and your business — A.K.A. the halo effect (named by psychologist Edward Thorndike). For example:
We’ll cover the six types of social proof (below) and how you can use them for maximum effectiveness in your marketing and advertising: