Everybody is reading this!

The other day I was chatting to a friend who recommended a new leisure centre. Once my friend had endorsed it, I decided to check the swimming pool out for myself. When a trusted person recommends something, I am much more likely to follow through. You may not be in the mood for a swim, but if you are selling a product, delivering a service, or recruiting for a membership organisation, it pays to remember that word-of-mouth is one of the most persuasive marketing techniques available. People adapt their behaviour according to what other people are doing. Here are three ways you can make that work for you:

1. Personal Endorsement

Seek out an expert willing to give their stamp of approval to your product or service. If you have a celebrity patron, ask them to endorse it. Let people know what they have to say about you via your blog or on social media and include quotes and photographs. Foster positive client or member feedback via reviews or case studies and let the world hear about your 5* user reviews and how others value what you do.

2. Business Testimonials

Promote key facts about the success of your organisation. Awards and certificates, membership numbers, customer satisfaction ratings and approvals from clients or other business partners all help to build trust. Make sure your website includes professional endorsements and the logos of all the satisfied business clients and/or partner agencies you work with.

3. Media Approval

Positive media reporting is great for building awareness and promoting what you do. Don’t let it end at one good story. Shout about your media coverage on social media and include backlinks to the full article on website. Social media likes, clicks and shares can be hugely influential in persuading others to come to you.

In 1984 psychology and marketing guru Robert Cialdini wrote that people are influenced to copy others. He wasn’t the first to make that observation, but he was the first to name the phenomenon Social Proof. Simply google ‘Social Proof’ for more hints and tips from marketeers keen to share their thoughts on how word-of-mouth endorsements tap into our need to conform and fear of missing out. Discover just how persuasive personal recommendations can be.

Encourage others to endorse what you do.