Social Proof in Advertising
In his book Influence: The Psychology of Persuasion, Dr. Robert Cialdini explains that social proof is one of six key principles that guide how people make decisions. When others approve of something, we instinctively trust it more. It’s a shortcut our brains use to decide what’s safe, what’s popular, and what’s worth our time. That’s why social proof in advertising plays a critical role and why client testimonials, reviews, and ratings are powerful tools for lead generation. It is one of the strongest tools an advertising agency can use. Marketers work hard to get impressions, but impressions alone don’t close [...]