What Godzilla Can Teach You About Good Marketing
February 23rd, 2010 | Books, General
You’ve probably fallen victim to this more than once. I know I have.
Ever since I read Robert Cialdini’s book, “Influence: The Psychology of Persuasion
It’s kind of like watching those old Godzilla movies: you know they’re fake, but they still get your heart pumping.
So what secret, psychological trigger is so powerful, you can recognize it working and still be persuaded?
Two words: social proof.
What is Social Proof?
Think of social proof as “monkey see, monkey do:” it’s a phenomenon that occurs when people look to others, often subconsciously, to determine how to act in a certain situation. You can thank social proof for canned laughter in sitcoms, seeded tip jars and the long lines outside certain nightclubs.
I like to think of social proof as the element at play in old horror movies like Godzilla. Let’s say you walk outside a coffee shop in New York City when you see thousands of people running, panic-stricken, down the street.
Chances are good you’re not going to stop and savor your coffee while you look to see what all the fuss is about. No, you’re more likely to start running too. That’s the power of social proof.
Does that mean we’re stupid? Not really. While we’re worrying over a business presentation or organizing a to-do list in our head, social proof lets us perform dozens of little actions without even thinking about them. Usually, they’re to our advantage.
And here’s a secret: social proof is really easy to manipulate. Many businesses already use it by displaying testimonials, expert recommendations and awards. But that’s only the tip of the iceberg. When used correctly, social proof can put people in a buying frenzy without them even knowing why. It can boost your customer base without hype or aggressive sales pitches.
How To Use Social Proof To Your Advantage
Here are a few tips on putting social proof to work for you:
Sing your own praises. Do you have 800 subscribers to your e-mail list? 1,000 subscribers to your blog? Use these numbers to your advantage. The next time you write an e-mail newsletter, consider mentioning that your community has grown to X number of readers. Or make an announcement when your website has reached its 10,000th hit. Just don’t use this technique if your numbers are below average – otherwise it might backfire.
Encourage comments and feedback. A high number of comments left on your blog signifies that you’ve got a lot of readers, which can attract even more readers. But you won’t get comments if you don’t encourage comments in your posts. Do so by asking open-ended questions, and covering controversial topics that may spark discussion on their own.
Respond to comments and feedback. If someone leaves an interesting comment on your blog, bring it up in a new post. If someone gives a great testimonial, include it in your next e-mail newsletter along with a brief “thank you.” Acknowledging the existence of readers not only makes you look more popular, it gives the impression that you truly care about them.
Leverage your testimonials. When gathering testimonials, look for ones that have a beginning, a middle and an end: “After I had my son, I couldn’t lose the extra pounds. Then I tried Diet Plus. Now, I can fit into my high school prom dress!” Can’t find any? Consider asking customers if you can tweak their words to fit this format. Also–when posting testimonials on your site, use people’s full name, location, and a photograph if possible. This seems simple, but it adds a powerful boost of credibility.
Adopt an attitude of gratitude. Most people feel self-conscious bragging about their success. If you’re one of them, try framing your words around gratitude. When you mention the number of subscribers, thank your readers for making your newsletter a success. When you announce a month of record sales, mention how much it means to your company. After all, it’s the truth, isn’t it?
Study the experts. When I first read about social proof, it seemed like an interesting sales tactic. But it didn’t make me want to jump out of my seat. It wasn’t until I took Jeff Walker’s Product Launch Formula class that I really understood its power. Jeff is a master of leveraging social proof, and I’ve learned a ton just watching how he markets himself. There are plenty of others. Find one you like, and study his or her every move. You’ll master social proof in no time.
Kelly Watson is one woman on a mission to show the world that marketing your small business doesn't have to suck. 
markfischer says:
Great post Kelly. The psychology behind marketing is what really gets me jazzed. It reminds me of when Edward Bernays mounted a “freedom march” of smoking debutantes/fashion models who walk down Fifth Avenue during the 1928 NYC Easter parade dressed as Statues of Liberty and holding aloft their Lucky Strike cigarettes as “torches of freedom.” From that point forward, women began smoking. It was a brilliant strategy that opened a previously untapped market in the female demographic.
March 4th, 2010 at 1:56 pm
Kelly Watson says:
Thanks, Mark. I love the psychology as well — it's really interesting to see what triggers people's decisions to buy.
March 4th, 2010 at 6:02 pm