Using Social Proof to Grow Your Business

How was Jim Jones able to convince 913 people to “drink the Kool-Aid”? Why do TV sitcom shows use canned laughter?  Everyone knows it’s fake, but studies have shown that people think the jokes are funnier when they see people laughing.  Maybe that is why they show comedians in front of an audience on the Comedy Channel. The theory behind this is called Social Proof, and it’s another of Robert Cialdini’s influencers, in his book Influence that I have been writing about this week (on Reciprocity and Scarcity)  Social proof is probably the most powerful of the influencers, and it’s the most effective way to get new customers for your business.

What is social proof? People follow other people.  People view behavior as correct to the degree that other people are doing it.  When your mother said, “If every one of your friends jumped off a roof, would you do it too?”  the answer is probably, “Yes.”  Humans are social animals and we conform to fit in with the group.  We also listen to other people’s opinions about things we don’t know. One consultant in Cialdini’s book says, “Since 95 percent of the people are imitators and only 5 percent are initiators, people are persuaded more by the actions of others than by any proof [you] can offer.”

Try this little experiment: As you walk along a busy street, stop and look up.  Watch how many people will stop and look up to see what you are looking at.  If someone asks what you are looking at, say, “Don’t you see it?”  You would be surprised how many will say, “Oh, yeah, there it is,” having no idea what you claim to have seen.

Evidences of social proof in action. Waiting lines at restaurants mean the food must be fantastic.  Advertisers who use “best selling” or “fastest growing” in their ads are trying to tell you to join the group.  Sales people tell you how the other companies are using their products.  Charities run telethons to show you that others are smart enough to call in and give to their cause.

Every maniac has a following. The best example of social proof in action is the cults which have a charismatic leader.  If the leader can get a few people to follow, more will join.  Jim Jones got hundreds of people to “drink the Kool-Aid;” and this phrase has come into general use, in one sense to mean “don’t go along with that crazy idea, even if everyone else is.”

So, how can you use social proof? Here are some ways you can use social proof in marketing your small business:

• Testimonials are one of the best ways to get new customers.  The opinions of others are meaningful to us, and seeing how someone else has benefitted from your product or service can be a powerful motivator for people who are considering becoming customers.
• Video Testimonials are even more powerful, as I wrote a month or so ago on Small Business Boomers (see the examples on this blog post).
• Product/service descriptors that indicate how many people are using your product or service can make people comfortable.
• Talk to people in groups, or create a peer group. If 95 percent of people are imitators, getting one person in the group to affirm what you are saying can bring many of the others along.
• Make your product or service visible to others. A local fitness center has windows in the front to passers-by can see people exercising.  Over time, I have seen the membership grow; this might be partly due to the fact that people can see others using the equipment.
• Give incentives for referrals. A “thank you” or small reward for people who refer others (a free haircut after 5 referrals) can do more for your service business than just about anything else.

I’m sure you can think of lots of other ideas.  As a matter of fact, look around.  What are other local or Internet companies like yours doing?  Imitation is the sincerest form of flattery.  After all, 50 million advertisers can’t be wrong.

Image: eboni@flickr