Run time: 56 seconds
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Are you leveraging social proof to convert customers or is it backfiring?
You’ve heard it before – testimonials, reviews and case studies are good for converting customers. BUT why?
We are tribal animals.
Throughout our evolution, survival depended on being part of a group, a drive still deeply ingrained in us. We care about what our peers do, and if we see people like us buying certain things and having positive experiences, it becomes compelling.
Testimonials are crucial in the customer journey, especially during the final evaluation when objections arise. Addressing potential objections with counterarguments in your testimonials can significantly enhance their effectiveness.
However, be cautious, as social proof can backfire. Avoid saying, “Not enough people are doing X, Y, and Z, so we need you to.” Negative social proof can lead your audience to adopt this behaviour, too.
If these topics on Nudge Theory interest you and you want to hear more, register for our 20-minute webinar, “The Nudge Effect: Psychological Strategies for Effective Marketing“, in August 2024.
Next week we’ll be looking at Scarcity.
Resources
Register for the webinar in August The Nudge Effect: Psychological Strategies for Effective Marketing.
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