It matters a lot.
Advertising agencies want to believe their adverts create change. Marketers believe that their product positioning enabled the growth of their product. Creatives believe their genius idea is why their clients' products boom.
And while their efforts probably moved the needle, what leads to explosive growth is entirely out of their hands.
Social proof. Referrals. The positive (or negative) word of one average person to another.
The power of social proof is so profound that entire political movements, billion dollar products and platinum selling musicians have developed off the back of millions of people telling millions of other people about a thing they just found.
When the coolest kid in the class wears a Supreme t-shirt, all the other kids want one too.
But there’s a snake in the grass.
Companies that force social proof come off looking charlatanic and desperate.
The overly positive review, or the bribery of “if you write an Amazon review, you’ll get a free book”.
Social proof that works is both organic, it spreads from person to person without interference from the brand, and deeply honest.
Which is why when you ask for testimonials from customers, it pays to ask them what obstacle might have stood in the way of them not buying. Because we all have uncertainty when we buy - all of us. So a company whose reviews are nothing but a glittering circle jerk and why this company is the best on earth, is spewing out pheromones of dishonesty and deceit.
Social proof proves that smart people are already buying this product, so we should take the risk.
Social proof moves people into action faster than any marketing campaign ever could. And you’ll generate it by delivering on your promises.