How to use the Power of Social Proof to Influence Nigerian and British Customer Decision-making!
Social Proof Bias was first observed by Muzafer Sherif in 1935, it means we tend to be influenced by what others are doing. This is because we are herd creatures or in the words of
we're memetic beings. It has its good and bad elements
Robert Cialdini Author of the book PERSUASION tested this in a hotel in the USA to encourage customers of the hotel to re-use their towels. When he told one set of customers the environmental benefits of reused towels he got a 35% compliance rate, but when he changed the message
he left in their rooms to “Most people who visit this hotel re-use their towel’ compliance rose up to 44%. Robert Cialdini just spoke at the recent BERKSHIRE HATHAWAY shareholders meeting founded by Warren Buffet and Charlie Munger
Funny enough when customers were asked which is better most of them verbally said sure to save the environment, however, the data from their response tilted to the ‘A LOT OF PEOPLE WHO VISITED THIS HOTEL RE-USE THEIR TOWEL’’ “As David Ogilvy said, “Consumers don’t think how they feel, say what they think, or do what they say.”Don't focus on what they say, observe their actions
THE REDBULL STRATEGY
Red Bull, the energy drink brand, placed crushed cans of their drink around London nightclubs to create a perception of popularity. And Sales boomed.
APPLICATION
Use social proof to shout about your popularity. For example, "8 out of 10 owners prefer Whiskas" or "*No.1 toothpaste brand used by dentists - Colgate Total Sensitive."
Ask clients to do a video testimonial for you and share it, the conversion rate is usually higher. I just taught members of my Whatsapp group how to use Google reviews to get testimonials. Join my Whatsapp group ‘Sales Factory Africa’ SFA for N5,000 0r $6 monthly by clicking the link below:
Educate your potential customers with statistics and endorsements. Don't assume they know your market share. Let them know
Look at this illustration above. Do you think the two dots have circles within them of different sizes? If you're like most individuals, you would say that the circle on the left is larger than the one on the right. But in fact, both circles are of the same size.
Why does this happen? It's because you're comparing the circle on the left with bigger circles that make the inner circle appear small. Similarly, you're comparing the circle on the right to smaller circles which makes it seem bigger.
This phenomenon was first observed in the 1890s by Herman Ebbinghaus, Professor of Psychology at the University of Berlin, as shown by his famous illusion.
As marketers, salespeople, and entrepreneurs, we can use this perception bias to our advantage by manipulating the comparison set. For example, Rolls Royce stopped exhibiting their cars at car shows and switched to airline shows. Why, you ask? After being surrounded by big luxurious planes all day long, a £300,000 car feels like a small indulgence. It's like putting the sweets next to the counter, as Vice Chairman of Ogilvy Group and Behavioral Economist Rory Sutherland brilliantly points out.
Remember, perception is everything. And with a little bit of creativity, we can use it to shape the value of our products and personal brand.
Video of the week: I just interviewed one of the biggest marketers in the UK Allen Page
Podcast of the week:
How to make an irresistible offer: How to make an offer
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