117: The Secret of Great Social Proof

The Secret of Great Social Proof

One of the main jobs of our rational brain is to justify the decisions of our emotional brain.

As product managers, the decision that interests us the most is people deciding to buy our product.

That means we need to understand how to make our product, our positioning, and our marketing appeal to our prospect’s emotional brain.

In this episode – how to do that, using stories of our customers achievement of personal goals, as the basis for great social proof for our product’s awesomeness.

Links

* Alan Cooper’s The Inmates Are Running The Asylum – one of the canonical texts on interaction design, the source (for me, anyway) of the concept “personal goals,” and a fun read.

* Dan Pink’s Drive, about how motivation really works, and To Sell Is Human, a fresh look at how people really buy things, and how to sell to them.

* Influence: The Psychology of Persuasion and Presuasion by Robert Cialdini

* Previous blog posts and podcast episodes

* 7 Persuasion Tips For More Influence and Better Engagement (article)

* Don’t Just Use Social Proof – Make Sure It’s Personal (article)

* The Secrets Behind a Remarkable Go-To-Market Strategy (podcast episode)

* The Product Management-Product Marketing Interface (podcast episode)

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The Secret of Great Social Proof

One of the main jobs of our rational brain is to justify the decisions of our emotional brain.

As product managers, the decision that interests us the most is people deciding to buy our product.

That means we need to understand how to make our product, our positioning, and our marketing appeal to our prospect’s emotional brain.

In this episode – how to do that, using stories of our customers achievement of personal goals, as the basis for great social proof for our product’s awesomeness.

Links

* Alan Cooper’s <a href="http://www.amazon.com/gp/product/B000OZ0N62/ref=as_li_ss_tl?ie=UTF8&camp;=1789&creative;=390957&crea..;.