Social proof is the notion that when we see others doing something, it reinforces in our mind that it’s a good thing to do. From a business perspective, social proof can be a highly influential selling tool. It’s powerful because we, as a society, group together; the people around us influence our choices. What’s interesting is that even if people appear to be doing something, we are more likely to do it. An example of this was an experiment conducted by Robert Cialdini and his co-authors of the book “Yes: 50 Secrets from the Science of Persuasion” in 2008. They placed cards in hotel bathrooms with different messages on each in an effort to persuade guests to reuse their towels. Here’s what they found: - Guests who were told that most other guests reused their towels were 26% more likely to do the same, versus those who saw the standard “please reuse your towels” message. - Guests who were told that most other guests who stayed in their particular room reused their towels were 33% more likely to do the same, versus those who saw the standard message. Get the full story at Leonardo