People generally want to be part of a group of people they perceive as similar to themselves. So much so in fact, that it quite often will alter the way they think, their opinions, and even their behaviors and decisions in such a way that makes them compliant to conform with the “norm” of their desired social group. People use other people’s behaviors as road maps when making their own choices for products and services. They see behaviors or decisions by other people as being “correct” when they do it first, and the more people that are doing it, all the better. Social pressure in our society drives “me too” thinking and actions in consumers.
Social momentum builds with expansion, so more people behaving or choosing a particular product or service leads to more and more people following their lead to sustain the social group’s tendencies and fit in.
Bigger is better when it comes to conforming to social pressure. The larger the group, the more people conform and mimic behaviors or decisions of the group. And, as a particular social group grows, its influence does as well in terms of compliance behavior of others. Social momentum builds with expansion, so more people behaving or choosing a particular product or service leads to more and more people following their lead to sustain the social group’s tendencies and fit in. If more people are better, then the more shared similarities is even better still. The more closely someone can identify to a particular social group, the more social pressure will be exerted to comply with the momentum of the group. People find tremendous security and can make faster, more confident decisions if a group they identify with has already done all the legwork for them.
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If bigger is better, and “birds of a feather” are powerful influencers, then the more closely a person can relate the momentum of the group to their own situation is the cherry on top. Lots of people doing something is a big deal in influencing behaviors in others, but the more specific the group’s dynamic is to the potential decision maker’s, the more likely they’ll comply with the group.
Online reviews and testimonials are absolutely crucial to demonstrate that other people have made the decision to pick you and are glad they did. The more, the better!
Generally, people are terrible at making complex decisions, so they rely on feedback from others who have been in the exact same spot as them. Social pressure is a valuable lever to help buyers pick your products and services. Online reviews and testimonials are absolutely crucial to demonstrate that other people have made the decision to pick you and are glad they did; the more, the better!
Also, the more specific the reviews can be in terms of identifying specific individuals and/or features that they found to be most beneficial, the more likely the prospect will be able to identify and self-sort themselves into your group by self-exerted social pressure. The crème de le crème is having a list referrals by specific type of work, geolocation, etc., that you can share with your prospects to demonstrate very specifically that you are the provider of choice for their exact situation.
How will you AMAZE your clients, so that you can put social pressure to work for you?