Social proof is an especially strong buzzword among internet marketing types.
They throw it around like it's some kind of secret elixir that will have magical effects on your sales and conversion rates.
Even in non marketing circles, people talk of social proof like it's the essential ingredient in anything persuasive.
Fist of all, not a lot of people really understand social proof, so let's take a look at it.
Most people rightly assume that if you've got some testimonials on your web page, then you've got social proof.
But this is just the tip of the iceberg.
People will put up a couple quotes from customers and think it's good enough.
But imagine that you are walking down the street, and you see three people in line at a hot dog stand.
Assuming you are hungry, and you're kind of half looking for something to eat, will this be enough to persuade you? Maybe, maybe not.
Now assume that you see the same hot dog stand, only business is booming.
There's about six people working there, taking orders like mad, and about thirty people are lined up.
Now you're talking.
If you see this, and you are hungry and have got a couple bucks to spend, you'll likely get yourself a hot dog.
This is even more likely if the people remind you of you.
They look like you, dress like you, and even talk like you.
So, obviously, every single sales page should have as many testimonials on there as possible, right? Not so fast.
There's this little known thing called meta-programs.
It's a little known aspect of NLP that few people understand, let alone appreciate.
Meta programs are the unconscious filters that run our lives.
It's how we see the world.
It's estimated that there are about fifty of these.
In reality, though, there are only five or six that do the bulk of the heavy lifting.
And one of these meta programs is determines how we choose things.
Technically, it's called the "internal-external convincing strategy.
" This means that when some people make a decision, they only listen to their internal voice.
When other people make a decision, they only listen to the voice of others.
Naturally, externally driven people are much more susceptible to social proof.
If somebody comes across your website, and they are internally driven, they probably won't even notice all those testimonials you've got.
This means that unless you can describe your product in terms they'll appreciate, they won't even bother.
This is trouble for people who think that all they need are about fifty testimonials, and that will be enough to sell their product.
Far from it.
As Yogi Berra famously said, "Nobody goes there anymore.
It's too crowded.
" When some people go to the movies, or go to a restaurant, they'd much prefer it to be empty, so they can enjoy their meal or movie in peace.
Other people prefer a packed house, so they can feel good about their decision.
Is either method better or worse? Of course not.
But you'd better understand what motivates your customers, or else you won't be able to sell squat.