Throughout history, there has always been a battle for consumer attention. Luckily we live in an age where social proof can be easily used and shared around the world at the speed of light. The system that I am about to show you, reveals the different types of social proof you can use to build your credibility and attract quality clients.

The E.N.D.O.R.S.E Social Proof System bigExpert

Numbers

Demonstration

Our Friends

Relationship

Superstar

End User

 

Expert

This type of social proof comes from a credible expert in your industry. This can also come through magazines and bloggers who are regarded as the go-to expert on the subject.

Having a testimonial from a highly regarded expert in your field can really boost how potential clients see you. If they respect the person giving the testimonial and view them as an expert, then this person is saying that you are incredible and it must be true.

Numbers

Crowds have power. People feel safe in the knowledge that others before them have tried and tested products and services, so that has taken the risk away from them. Take McDonald’s for example. In 1955 Ray Kroc started using ‘Over 1 Million Served’ in his advertising. Now, 1 million people can’t be wrong.

Take apps for example. How many times have you looked at the number of downloads an app has when you go to download it from the app store? Has it helped to make the decision to get that app? If the app has only been downloaded 1 hundred times in 6 months, you may begin to wonder what was wrong with it, but if it had been downloaded over 1 million times then you think there has to be something you are missing out on.

This also applies to the New York Time Bestseller List. If a book has sold enough copies to be on that list then people assume it must be a good book.

Demonstration

Have you ever been in the supermarket and an announcement came over the loudspeaker that there will be a free demonstration starting shortly? I have. I remember doing the weekly shopping and they announced you could get a free knife by watching a demonstration. There was a lady demonstrating a knife set. She showed people how sharp they were, how they could cut through a number of different things and how they didn’t need sharpening even after they cut through things like a tin can. I would have to say I was impressed as were the other people watching. It was amazing to see the people rush to the front to get a set of these knives.

That is the power of showing people how your product or service works. It takes away the doubt and shows that you are not just full of words, you can back it up.

Our Friends

We all listen to our friends whether they are complaining about or praising something. We know them and trust them so if they tell you something is great then you believe it usually with no questions asked. This is why you often find the ‘Invite Friends’ built into many marketing campaigns.

Take Zynga’s games for example. Every so often it will pop up on your screen to invite your friends to play with you. It can be done as a social thing but you can also be rewarded for the number of friends you invite. They even cap the number of lives you have available to use and when you run out you simply ask your friends to send you more. By simply getting people to invite their friends to play, Zynga grew from 3 million daily users to 41 million average users from 2008 to 2009.

Relationship

One of the biggest things you can do with people is building a relationship with them. This takes time but it can be one of the most rewarding things any business owner can do. Once you have created a relationship filled with trust, you then have a platform that will enable you to bring out new products and services that will be embraced by your loyal clients. To build this relationship you need to interact with them. Using social media to show your personality and knowledge as we have previously discussed is an amazing way to build a strong long lasting relationship with your client base.

Superstar

A celebrity endorsement can be an incredible springboard to launch your product or service. If a celebrity is seen using your product or simply tweets about it, your sales can go through the roof. This is why big companies give away their products to celebrities in gift bags at award nights. The cost of giving away diamond watches to the superstars compared to how much money they make selling these watches to everyday people who want to be just like the celebrity is nothing (and far less than it would cost to pay them to be a spokesperson for your brand).

Take ‘Beats by Dre’ Headphones, for example, they are now a fashion accessory for many celebrities. Who would have thought big chunky headphones worn around your neck would be a fashion statement but yet it is the thing to do. It is increasingly popular for athletes to wear these on their way to their events. These headphones cost hundreds of dollars but because they are what all the celebrities are wearing that is what teenagers want to wear too. In 2014 Apple reportedly acquired Beats Electronics – The Company that makes ‘Beats by Dre’, for US$3 Billion. That is not a bad payday.

End User

Reviews can either help or hurt your business. Websites such as Yelp.com allow people to post reviews on the products and services they have used. It is fast becoming a habit for people to look at sites like these before trying something new. For example, if you were thinking about trying out a new restaurant in town but are not quite sure on the quality of the food or the customer experience you will have, you would visit one of these sites and read the reviews. If they were good then chances are you would try the restaurant but if they were negative reviews then you would opt for a different restaurant.

eBay is a good example of this. I know personally before I buy anything from a seller that I have not heard of before I read the feedback previous buyers have left. I also do this when the product I am about to buy seems a little too cheap. I look to see if other people have purchased this exact product and if they were happy with the quality that was provided.

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