If your business involves selling to people (what business doesn't?) then you'd be smart to employ the trust-building tactic of social proof.

Robert Cialdini coined the phrase in his MUST-READ book "Influence: The Psychology of Persuasion".

The concept is simple: it is easier to sell something to somebody who knows that other people (especially similar other people) have already bought and enjoyed the product. This principle is especially helpful in deciding proper behavior in an unfamiliar situation.

I.e., if we see other people enjoying a product or service, we are more sure that we could enjoy it also.

Proof Point #1
The influence of social proof is SO STRONG, that the FTC is considering regulating the use of testimonials online! They are of the opinion that testimonials are such a powerful persuasion force that marketers may soon be REQUIRED BY LAW to provide the bad feedback along with their positive stuff.

Proof Point #2
Have you ever seen the cheesy commercials where somebody is obviously a hired actor, raving about the product as if he/she actually used it? Yes, it is obviously fake - but it works to persuade people that the product is good anyway. You watch the commercial, think about how cheesy it is, and then go out and buy the product.

Social Proof overcomes uncertainty. "When people are uncertain, they look to the actions of others to guide their own actions."

So my question to you is: Have you ever considered using this knowledge to improve your business and blow out your sales?

The concept is that you want your prospects to have an automatic impression that your stuff is SO GOOD, that they will never regret buying it. (Not exactly part of this conversation, but almost as important as 'how much' somebody wants something is 'fear of embarassment' or 'being taken', things that prevent them from getting something that they actually want...)

Here are some ways to generate valuable social proof for your business.

* Ask for a testimonial! If you ask your best customers to give you a testimonial, they often will.

Here are a few examples of testimonials that I've received from customers in the past. (Scroll to the bottom of the page.) I use these testimonials to make somebody who doesn't know me, never heard my name, to trust me and feel a little more comfortable giving me their name and email address.

* Write them yourself. Write an endorsement from your best customers to yourself. Put details about what you did for the customer. Then send this paper to the customer and ask if they'll sign it. Most people who are really jazzed about your stuff will gladly give you a testimonial, but they are impossible to motivate off their ass and get it done.

Here are a few examples of how I've done this for myself. Makes you think I'm a stud, right?

* Give other people testimonials. Another powerful human motivator is reciprication. If you give a few unsolicited endorsements/testimonials, you'll likely get a few back (out of pure guilt, but hey... it works!) This works especially well on Linked In...

So go get some Social Proof.

Use it - it works!

Travis

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