Paul Jones, of Magneto Communications has just released another eye-opening blog post. It talks about how people automatically look to their surroundings to gain cues for actions during times of uncertainty.
For those that don’t like clicking away, here is the article
Follower Frenzy, or Social Proof?
This is the third in a six-part series on influence and persuasion, loosely based on Dr Robert Cialdini’s work.
If you’re writing a proposal or pitching a new approach or idea, this concept is central to you getting a YES.
The idea? Your readers are sheep. Well, they (like all of us) can act like sheep when making decisions.
- Testimonials. Ask for them straight after you’ve worked for clients, and include them in your marketing. But keep them short (edit them for brevity and ask your client to approve the change).
- Case studies and success stories. Especially powerful when you include the specific, measured results you achieved. Keep these short, too.
- Big names. These have big impact, so highlight well-known and respectable companies who’ve used your business. When possible, use their logo, not just their name.
- Big crowds. Don’t be shy about sharing that you have 40,000 Twitter followers or subscribers to your blog.
- Big profile. Have you or your business been in the media (for the right reasons)? Let readers know.
- Visuals. Pictures of your typical target audience enjoying your product/service will reassure your clients they’re in the right crowd. Likewise, if you’re pitching to the big end of town, ensure your graphic design and branding is top quality.