When I was growing up, I was indoctrinated with the idea that conformity is bad, you should be an
individual who makes your own moral choices.
You don't just copy what other people are doing, because if one person walks off a cliff, you shouldn't
follow them over the cliff.
But one of the most important concepts in marketing psychology is social proof.
And it's this fundamental idea that humans are essentially like sheep.
We tend to do what other people do, and that's the reality.
And nowhere is it more true than when you're uncertain and you're going to be trying something new.
And that's often what you're doing with startup hacking, is you are trying to get a bunch of people
to use your product for the first time.
And one good demonstration of marketing psychology is linked in Sales Navigator.
So I was going to LinkedIn Sales Navigator page their sales page to promote it because I was interested
in using it for account based marketing.
And they list the benefits, the features.
They have some imagery and whatnot.
But one of the most interesting things was in the bottom right.
They had a customized personalized demonstration of who else I'm connected to.
That is using Sales Navigator.
I see their names, I see their faces.
And I'm like, oh, OK.
He uses it.
He's successful.
All right.
Maybe I should, too.
So what LinkedIn is doing is they're trying to reduce the risk.
So any time somebody wants to buy a product, there is always going to be some sort of objection.
It's too risky.
It's too much commitment.
What if it breaks?
What if it doesn't work?
You know, I don't want to be a guinea pig for a new product.
So what they've probably done in their research is they realized, OK, one of the reasons that people
are not buying it is they just they don't know if anybody else even uses it.
Are they getting value out of it?
Is it even worth staying subscribed to?
But.
What this does is it alleviates that perception of risk at the transaction stage on that checkout experience.
OK.
They use it.
All right, I'm going to two so linked in.
Great example of applying the principle of marketing psychology for growth acking.