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“What’s social proof? It’s the psychological term for looking for confirmation from the crowd when you’re unsure whether to act. See ten people staring up the sky and most likely you’ll stop and stare up too. Why? Social proof. Business leaders can harness the principle. A classic example is a recent program written by Colleen Szot that shattered a nearly twenty-year sales record for a home-shopping channel. Szot simply replaced the classic call to action– “Operators are waiting, please call now”– with “If operators are busy, please call again.” Rather than imagining bored operators filing their nails, home shoppers pictured phones ringing off the hook. The implicit message: others must be buying, so should you.”
- Lessons in Effective Persuasion and “Social Proof” | BNET1 | BNET
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