Customer Reviews - The Thing That Moves The Needle The Most
And we are live. Welcome to Hack and Grow Rich. My name is Bart Baggett. I am the co-host of this ride and with me is Shaahin Cheyenne, my buddy, my pal, my internet marketing guru. Today is one of my favorite topics of all time. It's persuasion. It's marketing. It's sales. If you've ever tried to convince anything of anybody of anything, you need to listen to this. Why do they need to listen to this, Shaahin? Well, today we are going to take a peek behind the curtain of Amazon reviews, social proof and reciprocity.Β
Why don't you tell us a little bit about your background with that, Bart? Well, I've been doing, you know, sales training when I was 15 years old and I went to a Tom Hopkins seminar and I told my Dad, I said this guy does this for a living. You can sit in front of a thousand people and talk. This is awesome. He goes, shut up and listen because you're going to learn how to sell multi-level marketing later and I said, I don't want to sell multiple marketing but every time I went to these meetings with my Dad, who's a great salesman, very much 70s ish salesman, still great today, I saw people tell stories.Β
I saw testimonials. I was seized testimony and I said, I don't get this. Why does why do I have to sit through an hour an hour of testimonials and what I then started to realize is that testimonials are really today's reviews and that version of social proof is what Robert Cialdini called. It was one of the critical elements, especially in old school sales but it is translated perfectly 25 years later into what we call social proof or reviews now. Robert Cialdini wrote the book on it. He defined it and codified it but I promise you in 1956, they were using the idea of social proof to get you to buy Tupperware. So I'm not old enough to know what a Tupperware party is, Shaahin.Β
Did you ever know what a Tupperware party was when you were a kid? Well, I heard about it because I was a big fan of happy days and all those 1950s films showing the idyllic white picket fence and you know, the perfect lifestyle where the dad would come and sit you down and say, son we going to have a talk, that kind of lifestyle. So I loved watching that stuff because you know I came from Iran and we didn't have any of that kind of thing. So it was like, it was basically like instead of selling it through Safeway or Tom Thumb or some supermarket, this company called Tupperware says, you know what, let's get all these housewives in the 50s, which you know,Β
"I'm not really allowed to work", they got together and they threw Tupperware parties. They do the same thing for x-rated toys now because they're not something you can talk about it and it gives women social something to do, not now, time in the 50s. But it was literally one of the most powerful sales tools because your friend is selling you something and your friend is saying, she loves it. Now obviously none of us care about plastic tubs right now on this show, but the process of someone you trust, telling you to go to your favorite doctor, your favorite your favorite medicine, your favorite movie, that is the critical piece that we have now translated online.
