Knives Need Social Proof
Social what? Gotta love those fancy marketing terms, right? 😅 It’s really simple though. And probably you do that already.
For example, we’ve seen many knife makers share posts from happy customers receiving the knife at last, unwrapping it, being happy.
That’s social proof.
One example for it at least.
Ever seen online shops adding testimonials from half a dozen smiling customers? That’s social proof.
Why do dating websites feature stories of partners who found their match? (Heard that one from a friend. 😇)
Because trying something new is a risk.
So, when someone is looking for a knife and they find you they instinctively get defensive thoughts:
😱 Is that maker even real? Maybe all their followers are fake!
😱 His knives aren’t exactly cheap. If I shell out $280 and then it’s a scam, everyone will laugh at me.
😱 What if I hate the knife? I’m only looking at a picture after all.
That someone is all alone, weighing a risk. And while we all like being adventurous on the weekend, when it comes to many things we do not like risk.
Social proof is about reducing that risk for others.
If you’re the first one ever to buy something from a maker, you’re going out on a limb. Some people crave that feeling. Most don’t.
Social proof tells new potential buyers: Others have bought already and were happy.
Ideally it tells them: People LIKE YOU tried and were happy.
Social proof is about feeling safe in the herd.
That’s why online shops put testimonials of content customers.
That’s why dating websites give you quotes from happy couples.
How do you do it for knives?
Here some examples:
👉 Happy Customer highlight in your profile
👉 “5 customers bought this knife already” counters in your web shop
👉 Share Newspaper/ media features
There are many other ways. The how doesn’t matter much.
What does matter is that you understand that new buyers face a risk and that it’s your job to help them get over it.
🙏 Thanks to @silasstratman for spawning that train of thought. 🙂