When you use Social Proof effectively, you can convince potential customers that purchasing your product or service is a safe bet. Because consumers are averse to risk, this is critical to the sale’s success. The greater the perceived risk of purchasing a product or service, the less likely the customer is to make a good purchase choice.
Many firms are already employing social proof to enhance the interest in their product or service among their target audiences. For example, Ford Motor Company gave out Ford Focus automobiles to important influencers so that they could be seen driving them. The Red Bull marketing team tried to promote the energy drink by stuffing prominent public garbage cans with empty Red Bull cans. Organizations are seeing good outcomes from these tactics; in fact, some have begun earning billions, not just millions, in new revenues and efficiencies, “researcher Steve Martin said of social proof’s impact on influencing consumer behavior.
However, social proof isn’t just for huge companies; you can use it to increase demand for your products or services as well. You can use terms like “so many people…” or “most businesses in your scenario” to activate social proof, or you can provide names or organizations of prior customers. Telling buyers about your customer success stories is another way to use social proof. These types of anecdotes indicate how well your product or service is received.
When a lot of people appreciate something, you want to try it too, and when you do, you’re more likely to enjoy it since your expectations are high. When you show how your products or services benefit your consumers, it encourages others to buy them and experience the benefits for themselves. Remember that similarity count when it comes to leveraging the positive force of social proof.
According to a large body of research, the influence of social proof is magnified when people in one’s own peer group accept the idea or conduct. Buyers are considerably more inclined to acquire your product or service if you show them how others similar to them have purchased it and had favorable results.