Using Cialdini Social Proof

Inspired by Steve Roesler’s post Ten Ways You Can Be More Persuasive 1. Social Proof – When the course of action is not clear, people look to others for guidance (even though they will deny that fact). Put more simply, people tend to do what other people similar to them do. This behavior is programmed into our genes and is well established. Social proof is more influential when we are observing others we perceive to be similar to us. So if you are trying to sell someone on something, be it an idea or a product, a powerful method is to show how others similar to them have already bought into it.

Here’s my take on this:

This is the whole thing behind celebrity endorsements, sports team sponsorships and event sponsorships have social proof at it’s core. The late Mark McCormack’s International Marketing Group, and other knock offs since it’s success, have created billion-dollar enterprises from social proof through sports marketing and athlete agency. Tiger Woods, alone, is rumored to have been bringing in half a billion through his agency and likeness! But, you needn’t be a big time athlete or an athlete at all for that matter.

Top salespeople employ this effectively by using references to their brand recognition and references of customers, past and present. Even though prospective clients know they aren’t going to receive any bad references, it still is effective.

Classic conditioning is classical conditioning regardless of the context. The psychological mechanism behind social proof is neurological, but it’s application is not. Therefore, people not employed in sales still use this when trying to persuade by name-dropping personal contacts in addition to past associations, projects and accomplishments. For some reason, exhibiting a positive track record bodes well for tooting your own horn.

A big part of why this works is partly the wanting to be like others, but I believe a bigger partner in social proof’s effectiveness is how the specimen and the speaker get associated to each other, naturally. As you bring up certain references to shall we call them “hot buttons,” benefits, or celebrities, this elicits a positive reaction and emotional state in the listener and then gets associated to you.

It can, also, be used to set expectations. Trainers use this, effectively, by talking about past classes’ or audiences’ positive and negative attributes. The positive experiences. It sets the tone by setting the expectations. e.g. “This is by far the best class yet.” and “A small group from the last class left early…and got fired as a result.” Talk about striking fear in the hearts and minds of the listeners.” Do you think they’re going to be more punctual? You bet they are!

This can also work against an initiative, as well. Most people get the celebrity benefit by now. The tougher one for people and organizations to grasp, it seems, is the dark side of this. It’s very elusive, yet obvious when you do grasp it.

Remember when you were in school. If you noticed other students were getting away with not showing their work on paper for their math problems, how long would you continue? Not long, I’m guessing. Think of it this way, if you learned your coworkers were getting away with fudging their performance numbers, how long would you? If you saw a sign up that said the cafeteria was losing 400 utensils every year, how motivated would you be to making sure you returned yours to the proper receptacle instead of using them at your desk indefinitely? Right.

So, two lessons, so far, that will help you benefit, personally, from social proof. #1 associate yourself with “hot buttons” and other things held in high esteem by your listener, and #2, don’t ‘give people an out’ by planting thoughts of what you don’t want to happen.

Bonus Material: People who take advantage of this situation are wolves in sheep’s clothing calling wolf. Mixing my metaphors, gotta love it, even if some say I shouldn’t.

Social proof is extremely important to understand when dealing with crisis communication, too, btw. People, when exposed to an Ick Factor of something of the ugliest kind, say false accusations of harassment, spread like wildfire. Nobody wants to be associated with the situation. Why? They don’t want those feelings associated with their name or likeness. Warranted or not. Real or not. Contrary to what you know about the person, or not. It’s almost a visceral reaction. Ewwwww.

Studies show the fewer people who come to someone’s protection or rescue, the fewer people will. Conversely, the more people who jump in and help, more will follow. This example, more than anything, should prove that it’s not the reality of the situation, but the psychological mechanism behind it all.

Sometime in 2010, I’ll release my white paper on my dealings with crisis communication. It’s a real page turner due to the fact it’s based on real situations with my clients dealing with the wreckage and aftermath rooted mostly in social proof.

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RT @_Archie Be fearful when others are greedy, and be greedy when others are fearful:Warren Buffett < do due diligence

Be observant when others are crowding, and be involved when others are on sidelines. -Jade Handy

More Resources:

Robert Cialdini

Mark McCormack’s What They Don’t Teach You in Harvard Business School is one of my favorite business books of all time.

What are mixed metaphors?

Photo Credit: Flickr and manitou2121