July 8, 2012

Dancing On My Own

This video was not intended as a description of the process you have to go through when you try to find new customers - it was filmed at a music festival. When you have begun the process of dragging in new customers to your company, it will be difficult in the beginning so you have to "dance on your own" for a while. But as you struggle, you will hopefully find a few customers that will "dance with you." But when you have a few customers, they will attract more and more customers. The psychological principle behind this is called social proof.
The principle of social proof was described in the book Influence by Robert Cialdini. It says that we humans determine what is correct by finding out what other people think is correct. 95 percent of us are imitators. This is a short-cut we are trained to use because when a lot of people are doing something, it is the right thing to do (not always). 
  • We laugh when we hear laughter
  • You can put some money in the tip jar to make people leave more money in the tip jar
  • Advertisers like to write: "Fastest-growing" to say that many others think the product is good
  • Create a long waiting line outside a club to make it seem more popular
  • Write fake names in a name collection

You can also use this principle to reduce your fears. If you are afraid of dogs, you can watch how other people are playing with their dogs and you will notice that dogs are not that bad after all. But remember that other people may be wrong, such as in Germany in the 1930s, so be aware of this psychological principle and use your own judgment. 

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