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Social proof is one of the most talked about and valuable marketing principles to understand. Coming right up in this quick tip I’m going to show you how to make the most of it.

One of the most powerful persuasive influences is to see a crowd choose something. Have you ever picked a restaurant to eat at, just because it was full? Have you ever chosen to go with a business just because it has great reviews?

That would have been because of social proof, a concept that comes from the excellent book Influence: The Psychology of Persuasion(opens in a new tab) by Robert Cialdini.

I call it the ‘killer punch’ because the social proof of a business is one of the most influential factors in taking someone from on the fence… to actually booking with you!

Here’s 7 other types of social proof:

  1. Photos of people having fun on your tour
  2. News media or external blog mentions
  3. Industry association memberships
  4. Embedding your Facebook (or Instagram) widget, especially if your page has a lot of likes or followers
  5. Major awards
  6. Legitimate testimonials
  7. High rankings on TripAdvisor, Google, or Yelp

Remember, on all of your marketing materials, you need to reference at LEAST one form of social proof to show that you are a legitimate, trusted business.

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