Understanding the principle of liking and knowing how to use it in your marketing and on your website can give you an unfair advantage over the competition.
Social Proof Principle
We want to know what others are watching, buying, wearing, and experiencing — which ultimately influences our decisions to do the same. This is the principle of social proof.
Here’s everything you need to know about the principle of social proof, plus all other important principles and theories that can supercharge your marketing and influence people to buy your products or services.
What is the principle of social proof?
Social proof is a psychological and social phenomenon where people are unable to determine the proper behavior and instead, assume that people around them know more about the current situation and behave like the other people.
Simply put: we want to know what others are watching, buying, wearing, and experiencing — which ultimately influences our decisions to do the same.
What are the different types of social proof
There are six types of social proof that marketers can use effectively. They include:
- Expert: when an expert in a field or genre recommends your products or services. The experts are somehow associated with your brand. (example: when a dentist recommends a type of toothpaste)
- User: current users who detail their experience and offer thei recommendation of your product or service based on their own experience (example: user reviews)
- Celebrity: marketing campaigns featuring celebrity endorsements
- Crowd wisdom: when there are many active users of a product or service and those users are loyal and advocate for the product or service
- Certification: when a product or service is given a stamp of approval by an authority in the industry (example: when a company has an 'A' rating from the Better Business Bureau)
- Friend wisdom: when you see or hear a friend using a product or service
What are the core principles of marketing psychology?
There are many important principles, theories, and concepts used in marketing psychology. These include:
- the principle of reciprocity
- information-gap theory
- social proof theory
- and loss aversion marketing
You can research each of these principles, plus dozens of other key principles of marketing psychology, via the links below.
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