by Seth Godin
Trust is the biggest hurdle.
And trust largely comes from social proof.
Is everyone doing this?
Is it safe?
Will I be embarrassed/ridiculed/left out/left behind/feel stupid?
Social proof shares a word with social networks, but they’re only loosely related.
Social proof is the story we end up believing.
Your job as a marketer, then, is to take the threads of social proof and weave them together into something powerful.
No, you can’t fake this (and shouldn’t try). But you can amplify it. You can focus the proof on a tiny cohort, so that it has more impact. You can invest in media that acts as a megaphone, multiplying the impact of the proof you already have.
One way to be trusted is to be trust the people you seek to serve.
Mostly, you can work to build something that’s worth trusting
SETH GODIN is the author of 18 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. You might be familiar with his books Linchpin, Tribes, The Dip and Purple Cow