Persuasion Science: Marketing Insight From Robert Cialdini
Social Media Marketing Podcast
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What Is Social Proof?
There are two kinds of testimonial. One is social proof and the other is authority. Social proof reduces your uncertainty as to what you should do in this situation. First time visitors are the most uncertain. Expert testimonies can be more effective, if they fit with your argument about why your product or service is great. If you enhance its effectiveness, you multiply it.
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