Social Proof and Scarcity [Robert Cialdini]

<p>Listen to the Pyschology Podcast:<a href="https://scottbarrykaufman.com/podcast/robert-cialdini-the-new-psychology-of-persuasion/"> https://scottbarrykaufman.com/podcast/robert-cialdini-the-new-psychology-of-persuasion/</a></p><p>Steph Smith's book: </p><ul> <li>Announcement Tweet: <a href="https://twitter.com/stephsmithio/status/1418320255429062661">https://twitter.com/stephsmithio/status/1418320255429062661</a> </li> <li>Launch Tweet: <a href="https://twitter.com/stephsmithio/status/1411047949094637569">https://twitter.com/stephsmithio/status/1411047949094637569</a> </li> <li>Doing Content Right: <a href="https://stephsmithio.gumroad.com/l/doing-time-right">https://stephsmithio.gumroad.com/l/doing-time-right</a> </li> </ul><p><strong>## Social Proof</strong></p><p>The next principle is what we call social proof. The idea that one way we decide what we should do in a situation is not proof that comes from some empirical or logic. Uh, information that we've received, it comes from social information. What are the people around us like us doing in this situation that allows me to reduce my uncertainty about what I should.</p><p>In this situation. Uh, so, uh, for example, uh, a study done in Beijing shows you the cross-cultural reach of this, uh, restaurant managers at one string of restaurants, uh, in, in, in China, put a little asterisk next to certain items on their menu. Uh, and each one immediately became, um, 13 to 20%, depending on the idea.</p><p>More likely to be purchased. So what did the asterick stand for it? Wasn't what we normally see, which is, this is a specialty of the house, or this is the chef's selection for this evening. It was, this is one of our most popular items and each became 13 to 20% more popular for its popularity. And so. One way as a communicator of genuine information that we can give to other people is to say, we have a lot of popularity for what we are doing and give them examples of that or percentages or market share or this sort of thing.</p><p>And that always is, u