Why is social proof so important when writing on the web?
This week I got a call from a person who wanted to buy a subscription to executive coach articles to use for her new newsletter. What sealed the deal? The testimonials from other subscribers.
Recommendations, testimonials and client stories are a powerful persuasion tactic. It’s one of the key persuasion triggers that get people to take action. It’s called social proof.
Do you remember the landmark book Influence, by Robert Cialdini? He wrote about six weapons of influence, and it turns out, social proof is one of the most powerful mechanisms for triggering buying decisions.
We are heavily influenced by social persuasion, we can’t help it. Our brains respond to our strong need to belong and fit in, and it all happens in our unconscious minds.