August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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Social proof: harnessing the power of people like us, and the people we like
When your target is faced with a decision that they aren’t sure how to make, they will look at what people similar to them have done, and do the same. Behavioral scientists have found that this decision-making shortcut conserves mental energy, and makes people feel more confident. As a marketer, you want to show your prospects that many other customers have already done what you’re asking them to do.
Go ahead. Check almost any reference on good copywriting for marketers, and you’re bound to find one of these three words: relevant, customized, and personalized.
In fact, you may find all three of them.
As marketers, we know that the more a message resonates with ...
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