If you think Social Proof is just about collecting 5-star reviews, you are leaving massive success on the table.

In this episode, Patrick explores the Principle of Social Proof, the rule that says we follow the lead of others, especially when we are uncertain.

He reveals the stunning "Food Court Study," where a simple change in imagery took a compliance rate from 25% to 75% (a 200% increase!). You’ll also hear the fascinating history of the shopping cart, why kids stopped fearing dogs after watching a video, and why visual artists (photographers and web designers) hold the keys to your persuasion success.

✅ The Food Court Study: How changing an image from one person eating to multiple people eating tripled the results.

✅ The 3 Amplifiers: To make Social Proof work, you need Numerousness (lots of people), Similarity (people like us), and Uncertainty (we follow others when we aren't sure).

✅ The Shopping Cart Story: Why Sylvan Goldman’s invention failed until he paid people to use them in front of real customers.

✅ The "Visual Industry" Warning: Why photographers and web designers need to understand this science to avoid costing their clients sales.

✅ The 5-Star Myth: Why a perfect 5-star average review score is not the most persuasive score you can have.

✅ The "Dark Side": A look at fake testimonials (Sony, Sunday Riley) and the tragic real-world consequences of negative social proof in media (Netflix’s 13 Reasons Why).

❗️Your Ethical Persuasion Challenge❗️

1. Audit Your Images: Look at your website or brochures. Are you showing single individuals or groups? Remember the food court study—numerousness matters.

2. Check Your Testimonials: Are you matching testimonials to the prospect? If you are pitching a female director in her 50s, don't show her a testimonial from a young male graduate. Use similarity.

3. Spot the Fakes: Be a detective. If a company uses vague social proof, investigate it. Don't let the "Dark Side" manipulate your decisions.

Resources Mentioned:

Episode 2: The Science of Human Decision-Making

https://ethicalpersuasion.com.au/podcast/0002-the-science-of-human-decision-making-stop-talking-to-the-wrong-brain/

Complimentary Membership Portal: Access exclusive tools and track your learning.

https://ethicalpersuasion.com.au/podcast-member-area-registration/

Influence: The Psychology of Persuasion by Dr. Robert Cialdini

https://www.google.com/search?q=Dr+Cialdini+book+Influence

Patrick’s Social Media Links

Podcast : https://ethicalpersuasion.com.au/podcast/

Youtube - https://www.youtube.com/@ethicalpersuasion

Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/

Facebook - https://web.facebook.com/ethicalpersuasion/

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