‘Don’t just take my word for it’ is the headline I’ve often seen at the top of a page stuffed with testimonials.
Like seeing social media shares, other people’s comments can be reassuring when we’re wondering whether to buy something or click on something.
“Is it worth my while? Well, these people like me seem to like it so it must be good…”
They call this social proof and it does work, especially when establishing yourself as a freelancer or promoting a product or service.
“We look to what others do to guide our behaviour,” as Robert Cialdini wrote in his book, Influence: Science and Practice, describing one of the six universal principles of social influence.
