Here’s why: 1) Social belonging is real. In today’s society, we have an innate desire for transparency in our business interactions. As Robert Craven notes, “Across all industries, transparency has never been more important to a successful business model. Instead, these comments come from ordinary people, who we assume are giving an honest opinion based on their experience with a product or service. Storytelling has long been viewed as one of the best forms of marketing, and for good reason -- we naturally think and organize our lives in stories. We might make fun of fear of missing out (or FOMO), but in reality, it has a powerful influence on us, whether we’re aware of it or not. As a result, the more reviews a product has, the more new sales it is likely to achieve. Though a greater number of ratings also increases trust, it also creates the perception that everyone else is buying the product. Essentially, more reviews mean more social proof, which increases our desire to follow the crowd and make a purchase ourselves. When implemented as part of a well-rounded marketing strategy, you’ll be well on your way to becoming an elite, world-class brand.
You’ve heard of ‘social proof’ before, right? If not, read up — your brand’s target audience craves it.
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Have you ever wondered how Olympic runners become the best in the world? It requires a lot more than simply going out and doing a few laps on the track every day. The world’s best sprinters use a varied workout routine that also includes weight training and a highly controlled diet.
But while these other activities are important, nothing quite compares to sprinting on the track. In many ways, successful marketing is actually quite similar to this approach. There are countless tools you might use as part of your overall strategy — TV ads, social media posts, SEO and so on. But if you neglect the most important tool of all, your efforts won’t be nearly as effective as they could otherwise be. To become a world-class marketer and gain the trust of your customers, you have to prioritize ‘social proof,’ where people’s behaviors are influenced by the actions of others. Here’s why:
1) Social belonging is real.
The desire to belong has been described as “a fundamental human motivation,” a core factor that drives everything we do. Creating a sense of belonging — whether that be with co-workers, friends at church, or even online connections — is essential for our psychological well-being.
We look to a wide variety of resources to achieve this sense of belonging. Even without direct one-on-one interaction, having a sense that we are part of a larger community can boost our self-esteem and provide much-needed motivation.
As a result, when we see other people taking interest in a product or service, we become more motivated to follow the crowd and purchase it ourselves. Similar to joining a club or even a chat room, this involvement helps us gain a sense of greater connection with others.
2) Prospective buyers appreciate transparency.
In today’s society, we have an innate desire for transparency in our business interactions.
As Robert Craven notes, “Across all industries, transparency has never been more important to a successful business model. Withholding or cleverly reshaping information is no longer…
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