Has this ever happened to you? You decided to go to a new restaurant to eat dinner, but when you arrived at the establishment there were no cars (or very few cars) in the parking lot and so you changed your mind about going there. I know I have done this many times figuring that if there weren’t very many customers at the restaurant; it must not be a very good place to eat. I didn’t want to take a chance and have a bad experience.
The same is true with our potential customers. Dr. Robert Cialdini is his book, Influence: Science and Practice, calls this phenomenon the “Power of Social Proof” which basically says that people will follow the actions of other people because if others are doing it, it must be good, right, or true.
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