SOCIAL PROOF “We look at behaviour as acceptable in a given situation to the degree we see others perform it. In a nutshell, most of us go along with what the majority does.”

I was talking to an inventor who wants to market a product that he recently invented.

It was a simple, inexpensive product that could prevent our cars being scratched and damaged by supermarket trolleys and other cars parked so close to us.

You would imagine people queueing to buy it.


In spite of demonstrations and displays in car parks and other areas not many are buying it.

Most people are showing a lot of interest.

Many think it is a brilliant idea.

But people are NOT buying it.

My guess is that there isn’t enough ‘social proof’ for people buy.

That is, we are not seeing others buy and use it so that we can do the same.

In a recent episode of Anthony Bourdain’s ‘No Reservations’, he explains how restaurants get people to eat Tripe (Cow’s stomach)

The restaurants who sell tripe make sure their customers watch others eat and enjoy tripe. Social proof.

In your business how do you provide social proof?


What to do when you start ‘hating’ your business

23 July 2014

“Your sacred space is where you can find yourself again and again.” – Joseph Campbell A client, whose business has tripled in the last few years, told me that, if it were somebody else’s business he would have left by now. How could you get tired of your own business? How could someone get to […]

Read the full article →

Why you should focus on ‘High Value ‘ competencies

21 July 2014

“I will not let anyone walk through my mind with their dirty feet.” ― Mahatma Gandhi Our environment is set up to drain our energy. To be precise, we set up our environment to drain our energy. We let energy vampires suck the life out of us. How? We have no plan to manage the […]

Read the full article →

Social media tommyrot

17 July 2014

“It is not enough to be busy, so are the ants. The question is, ‘What are we busy about?” – Henry David Thoreau Our (late) dog was called ‘Titch’. We got her from a Greyhound rescue home. Because Titch was a successful racing dog, when she sees anything small and furry, her neck muscles tighten […]

Read the full article →

Ubiquity in marketing

15 July 2014

“When you spread yourself too thin, you become invisible” – Unknown Being everywhere so that your prospects can see you takes a lot of effort and energy. When you spread yourself so thin you will be seen as an insignificant player in the market. And the people you attract will treat you accordingly. Here is another […]

Read the full article →

How to build a solid ‘Reputation’

13 July 2014

“You can’t build a reputation on what you are going to do.” – Henry Ford One of the powerful effects of building your ‘value bridge’ is that it helps you create a solid reputation. Having a solid reputation always helps to attract your ideal clients. But how? Build a ‘value bridge’! You become be a […]

Read the full article →

When is the last time you signed up to receive a newsletter?

10 July 2014

“Strive not to be a success, but to be of value.” – Albert Einstein Visitors come to your website. Most will leave. Because they have no reason to stay. One way you can encourage them to ‘keep in touch’ give something of value to them. But ‘Please sign up to my newsletter’ is NOT the […]

Read the full article →

Are you a small fish in a big pond?

8 July 2014

“Success is not to be pursued; it is to be attracted by the person you become.” – Jim Rohn When you are a small fish in a big pond, you are one of many. When your marketing attempts to say a lot to a lot of people, you are unwittingly becoming a small fish in […]

Read the full article →

Why you must demonstrate your expertise instead of claiming it

6 July 2014

“You must continue to gain expertise, but avoid thinking like an expert.” – Denis Waitley Tripe is very much an acquired taste. It  is usually made from the first three chambers of a cow’s stomach. To a restaurant, selling tripe, is a high-risk proposition. How can it get most of its customers to eat tripe? Some restaurants […]

Read the full article →

How to charge more for what you do

3 July 2014

“If the only tool you have is a hammer, every problem you face will look like a nail.” – Abraham Maslow The path of least resistance is to charge less and make it up in volume. This path will, without doubt, lead you to misery. You can only be the cheapest until your competitor goes […]

Read the full article →