Sublime

social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside of themselves for evidence of how best to behave there.

The result of this apparent price reduction was remarkable. When the price appeared to have been reduced, even by as little as 25c, sales increased from 45 to 76 percent of visitors.

the rule for reciprocation. It states that those who have given benefits to us are entitled to benefits from us in return. So valuable is it to the functional health of societies that all human cultures teach the rule from childhood and assign socially punishing names—freeloader, user, taker, parasite—to those who don’t give back after receiving.

A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

4. Reciprocation: What goes around comes around...profitably! 5. Commitment/consistency: The “Four Walls” technique. 6. Scarcity: Get ’em while they last!

social proof. This is generally provided through testimonials, demonstrating that there are people out there who have tried the product and are quite happy