3+bonus · Capitalyst (starter)

3+bonus

yoooo, I've got a quick question for y'all:

What are the 3 ways social proof works in your favor as a modern copywriter?

don't know? today you will learn that... actually in like 2 minutes you will understand everything there is to know about social proof.

Ready? let's go!

Social proof is most influential under three conditions:

Uncertainty
Most
Similarity

It will make sense in a bit, keep reading:)

1) Uncertainty. Social proof principle states that if the person is uncertain about what they should do, they will search for people (that acts as if they know what to do) and copy them. The decisions of bystanders to offer emergency aid are much more influenced by the actions of other bystanders than when the situation is a clear-cut emergency.

2) Most. Social proof principle states that people are more likely to follow the lead of others in proportion to the others' number. If there are more people buying this product instead of a different one, you are more likely to buy it. It is seen as more correct/valid, feasible and socially acceptable.

3) Similarity. Social proof principle states that you are more likely to do the action if people similar to you do that same action. For instance, if people similar to you start smoking and you assume being similar to them (friends, peers, etc.) there is a higher chance that you will also start smoking compared to people that are completely different from you.

BONUS: If your (or your client's) product doesn't have a lot of social proof, but compared to the past, it's been going up, your audience expects your social proof to get bigger with the time. People expect things to go up if it hasn't gone down:)

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