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Don’t Make This Social Proof Mistake

Every marketer knows that social proof – showing that other people use your product, support your cause, etc. – is a powerful persuasion tool. It’s one of influence expert Robert Cialdini’s six main principles, and may be the best-known and most-used of them all. But not all uses of social proof are equally effective. […]

By |October 18th, 2013|

If Your Customers Have to Wait…

In years of running a direct marketing firm that included a small call center, my objective was to eliminate, or at least minimize, waiting time for phone customers. We knew (from those times when we didn’t have enough staff in place) that the longer callers waited to speak to a representative, the higher the probability was that they would abandon the call. And, if they hung up, they might never call back.

Zappos, legendary for customer service, strives to answer 80% of its calls within 20 seconds.

While one can’t argue with delivering great service and minimizing customer frustration, there’s a way that short waits can be used to good advantage. What do your customers hear if they have to wait for a representative? Elevator music? Recorded ads? Mindless statements telling the customer how important her call is? (Important, no doubt, but not important enough to answer right away!) Instead of those common and boring solutions, try something a little different: building in “social proof” messaging might actually keep callers on the line and, when the call is answered, boost conversion rates. […]

By |April 11th, 2011|

The Neuromarketing of Burgers

There’s hardly a shortage of places to buy hamburgers in the US, but the restaurant chain Five Guys has opened 300 stores in the last five years, and has contracts for many more. Locally, I’d been hearing about the fantastic hamburgers and fries at Five Guys for months, and finally ventured inside to see what has allowed the chain to grow in a seemingly saturated market. What I found were very good burgers and even better applied neuromarketing. In one short visit, I saw a variety of different techniques, most of which I’ve written about in past posts: […]

By |October 15th, 2009|