Social Validation and Marketing

The more a brand is advertised, the more popular and familiar it is perceived to be. We as consumers somehow infer that something is popular simply because it is advertised. When people are buying gifts for others, social proof is one of the most effective techniques that a salesclerk can use."

Many salespeople find great success in telling clients that a particular product is their "best-selling" or "most popular" on hand because social validation increases their credibility of the product. When customers feel that something is more popular, they spend more money to acquire it, even if there is no proof other than the salesperson's word. So it is with advertising: Asserting that a product is in super-high demand or that it is the most popular or fastest selling, etc., seems to provide proof enough. When consumers perceive a product is popular, that's often all they need to go out and purchase it.

The creation and use of social validation is rampant: Clubs make their spots look like "the place to be" by allowing huge waiting lines to congregate outside their facilities, even when the place is practically empty inside. Salespeople often recount the many other people who have purchased the item in question. That's why referrals are some of your best prospects! Referrals are your greatest source of social validation. Sales and motivation consultant Cavett Robert said it best: "Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer."