The tremendous response has led me to reveal another nugget of Cialdini wisdom.

This one focuses on social proof, a principle that essentially states we determine what is correct by watching others. Especially in uncertain situations, others' actions often determine how we react.

Cialidini stressed, "The principle of social proof operates most powerfully when we are observing the behavior of people just like us."

To prove this point, he described a study conducted by Columbia University psychologists.

Researchers placed several wallets containing cash and a check on the ground in places around midtown Manhattan. Also inside the wallets were contact information for the "owner" and a letter that made it clear the wallet was lost two other times.

The letter -- written to the owner -- indicated that the previous person who found the wallet intended to return it. In fact, it was evident to anyone who found the wallet this time that the previous founder lost the wallet himself on the way to the mailbox. After all, it was wrapped in an envelope addressed to the owner.

The researchers wanted to see how many people would follow the first finder's actions and mail back the intact wallet.

The key to the study was the letters.

Some were written in standard English by what seemed like an average American. While others used broken English and were written by a finder who identified himself as a foreigner.

What resulted was a distinct difference in response. Only 33% of the wallets with letters written by the foreigner -- or someone viewed as dissimilar -- were mailed back. Conversely, 70% of the wallets with a letter written by the "American" were returned.

The results clearly confirm we mimic others' actions, particularly when we view those individuals as being similar to us.

If you need additional evidence supporting the power of social proof, think back to the peer pressure you experienced growing up. It's likely those early days set the foundation for some of your behavior today.

So what are some ways you can use social proof in your marketing materials?

The most obvious is testimonials. But as you now know, you can't limit your testimonials to a vague phrase or two. You must provide detailed information so prospects can relate to your customers' experiences.

Celebrity endorsements are another way to add social proof. And don't worry about getting support for your product or service from a Hollywood hotshot -- someone who is credible and recognizable to your prospects will do the trick.

Referencing awards and media coverage are two other ways to demonstrate social proof.

And, finally, ever noticed how QVC and Home Shopping Network always display how many items are sold? There's a good reason you're shown these figures -- it's social proof in action. The networks plaster the proof even more when customers call in to talk about the products they bought.

Social proof is truly a trigger that can pull in prospects and drive dollars to your business.

Sincerely,

Tom

P.S. It's been quite a while since I touted the benefits of Twitter in an article. You've probably noticed how celebrities, politicians, entrepreneurs and business leaders are flocking to the F R E E service in droves. Since March 2008, the number of people on Twitter has doubled to 12.1 million users (or 7.4% of Internet users). If you've ventured into the Twittersphere, be sure to follow me at http://www.twitter.com/tomtrush.