I Can Hear You Laughing

TV sitcoms have included laughing tracks since the 1950s.

Because jokes are much funnier when we hear others laughing too.

Similarly, the busker seems more talented when we see his hat primed with notes and coins.

Nightclubs with people queuing outside look a lot cooler than the clubs where you could walk straight in.

We tip bigger when we see the bartender’s jar already stuffed with $5 and $10 bills.

This is social proof at work. Designed to make you act in a certain way, knowing people feel safer following rather than being the first.

Consider leveraging this technique for your business.

Showcase comments from past clients on your website and sales material. Include customer reviews, add client logos and highlight the number of customers you’ve served. Give your prospects comfort that if they choose to do business with you, they won’t be the first.

Any business can do this. It’s easy to ask for a testimonial from a happy client.

But that doesn’t make it any less effective.