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Sales psychology for marketing, 10 of 14

The bandwagon effect

Also called Social proof

Put real proof that others chose you right where people are deciding.

  • Get the click or enquiry
  • Win the sale
SEO Monkey mascot
The idea

People are more likely to choose something when they can see others have already chosen it. In marketing, that means putting real reviews, counts and customer stories exactly where someone is making up their mind.

Illustration of The bandwagon effect

Why it works

Economist Harvey Leibenstein described bandwagon demand in 1950, and Robert Cialdini later popularised the wider idea as social proof. In a hotel study, a card saying most guests reused their towels got 44 per cent of guests reusing them, against 35 per cent for a standard environmental message (Goldstein, Cialdini and Griskevicius, 2008).

Research: Goldstein, Cialdini and Griskevicius 2008

Where to use it

Landing pages

Put proof next to the moment of doubt: a review beside the price, the review count by the button, a short customer story beside the form.

Rated by real customers on Google. Read the reviews before you book.
Meta ads

Use real customer words as the hook, with their permission. A line a customer actually said often sounds more believable than anything you could write about yourself.

We asked last month's customers one question. Here are their answers, unedited.
Google Business Profile

Ask every happy customer for a review at the moment they're happiest, so the count grows steadily and the newest review is recent. Reply to every review, good or bad.

Thanks for trusting us with the job. If you have a minute, a short review helps others find us.
Social posts

Show real demand without bragging: a full booking calendar, a busy day, a reply from a happy customer. Only show what's true that day.

Saturday times are gone for this month. Weekday times are still open.
Sales calls

When it's true, share what people in a similar spot chose and why. It answers the question they're really asking: is this a normal, safe choice?

The last few clients in your position started with the standard plan. Here's why.

Steal these

Fill in the brackets and use them in your next post, ad or email.

  • Rated [rating] from [number] Google reviews.
  • [Number] [customers] booked [service] this [month]. Here's what they said.
  • Join [real number] [people] who get [newsletter or tips] every [week].
  • Why [real number] [local customers] chose us for [service]
  • We asked [customers] one question. Here's what they said.

Before and after

Before

We're the best choice for your renovation.

After

See what our last three renovation clients said, and photos of their finished kitchens.

Anyone can claim to be the best, so readers discount it. The second lets real customers make the case, which answers the question people are really asking: did others like me choose this and feel good about it?

Where it backfires

Faking or inflating it. Invented reviews, bought followers and 'most popular' labels that aren't true can breach the Fair Trading Act. And showing off a handful of old reviews can say the opposite of busy.

Pairs well with

The mere exposure effectBe seen often, and be seen being chosen: a steady posting rhythm plus real reviews and busy days.

Common questions

Do I need hundreds of reviews for social proof to work?
No. Recent, specific reviews matter a lot. A steady trickle of new reviews that mention the service someone is searching for can be more convincing than a big pile of old, vague ones.
Can I say we're trusted by hundreds of locals?
Only if you can prove it. Claims about customer numbers need to be accurate under the Fair Trading Act. A real count you can back up beats a big number you rounded up.

Want this working in your marketing?

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