Social proof in marketing is a powerful tool to build trust and persuade your audience effectively.
The key is getting those around you—customers, acquaintances, partners, colleagues, friends, and suppliers—to convey your messages about you. When people hear these messages from others rather than directly from you, they are much more likely to be convinced.
This concept is called “social proof” (or “informational social influence”).
Instead of delivering your marketing messages directly to your audience, ensure someone else conveys them on your behalf.
Here are three tools (there are many more, but these are for example purposes) that I consistently use to create marketing “buzz” around my activities:
1. The Power of Testimonials in Social Proof
Using testimonials is one of the most effective ways to demonstrate social proof in marketing, showcasing real customer satisfaction.
When someone is considering whether to join an event, purchase a product, or use your service, they are highly persuaded by hearing positive feedback from previous satisfied customers.
I use testimonials extensively—both video testimonials and written recommendations.
For major events I promote, I also invite customers to give brief testimonials on stage. This significantly boosts conversion rates (the number of people who sign up for the event after attending).
Practical Tip: When marketing an event or product, find at least 2-3 satisfied users, get their testimonials, and share them.
What if you’re just starting and don’t have paying customers yet?
Offer the product for free to a few people (or hold an introductory event) and collect testimonials from them.
2. Information Products
When you see my books or CDs in stores, flip through them, or read the front or back covers, that’s social proof.
Why? Because I’m not there! Subconsciously, the fact that someone selected my books or CDs to be sold in stores acts as proof of their value.
Moreover, the praises written on the covers (all true, by the way!) provide strong social proof.
Here’s a secret (just between us):
Who writes the text on my book and CD covers? I do, of course.
While not all authors take this approach, I believe no one understands my marketing better than I do. I know what I want readers to know about me and craft the message accordingly. But when people read those covers in bookstores, they absorb the messages much more convincingly.
3. Leveraging Media Appearances for Social Proof
Media appearances add credibility and enhance social proof in marketing by positioning you as a trusted expert.”
Recently, I’ve been running a new PR campaign for my activities and the “Dr. Persuasion” brand with the help of the amazing PR expert Barak Rom, who’s doing an excellent job (you’ll hear more about our successes soon).
I invest significant time, energy, and money in this campaign. Why?
Because media appearances create social proof.
When someone sees an expert on TV, they instinctively think, “If someone gave them this platform, they must truly be an expert—more so than others who aren’t on TV.”
Another secret (again, just between us):
When I appear on a show and the title under my name reads “Dr. Yaniv Zaid, International Persuasion Expert,” who wrote that? I did, of course.
When appearing on TV (or any media outlet), the production team, journalists, or researchers always ask, “What should we write about you?” or “What would you like us to say about you?” So, while others present or write the message, you’re the one who crafts it.
A Real Example of Social Proof
In recent weeks, I’ve been heavily promoting my upcoming event, “Dr. Persuasion’s Message Show,” which will take place on Friday, June 22, 2012, at Beit Zionei America in Tel Aviv.
So far, two-thirds of the seats are filled through direct marketing to my customers.
At my previous event a few months ago, Ariella Fixler-Alon, the manager of the consumer forum “Doing Business” on Tapuz, and Israel’s “Blogger of the Year” in 2011, attended. (Her blog, “Cooking to the Salsa Beat,” has 3.5 million readers!)
She greatly enjoyed the event and even signed up for my follow-up workshop, “The Art of Persuasion,” which took place the following month.
Yesterday, she wrote a blog post about “The Message Show.”
Anyone who wants to understand the power of social proof should read that post.
Even if I had written the content for her (and I didn’t), I couldn’t have marketed myself better. It’s been a long time since I’ve seen such genuine praise.
Of course, if her words convince you, I’d be delighted to see you in my community.
You can find me anywhere, here!
Yours,
Dr. Yaniv Zaid
Leave a Reply