People don’t believe their “stuff stinks” even if it does. It’s human nature to see the positive and be blind to the negatives of our behavior. It’s how we preserve our “good guy/gal” image for others and ourselves. Researchers and psychologists call it “self-enhancement bias.” And we all do it. Dr. Ryan T. Howell reports that a recent study shows we particularly like to self-enhance by talking about things we bought, especially to our friends. Why? We trust our peers and are influenced by them, for good or for bad, particularly when it comes to our purchases. Even if we have a bad experience with a product, like the “Slap-Chop” vegetable chopper, we’re not likely to share the negative as much as we are the positive about the experience or the product.
Ah, the influence of people we know, like and trust. Do you hear that class? That is social proof singing the marketing song again. If you want to market your products or services effectively, you need to show how other people are using your products and services. Create videos with testimonials. Put endorsements on your website. Get celebrities (they don't need to be A-listers, a doctor from your town could be more influential than Michael Jordan). And activate your community by getting them to talk with each other. Their words carry about 100 times more marketing power than yours.
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