Hell yes!
Even when you don’t know it.
What is social validation?
“When we are uncertain about what to do we will look to other people to guide us. And we do this automatically and unconsciously.” -Robert Chialdini
Have you ever caught yourself in Amazon’s “Customers who read this also read…” section and thinking, “huh, let me check this out”?
That is social validation.
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We are all the same but different. I always think that. I know that
We have emotions. We are driven to take care of those we love. Survival comes first. We all feel sad, we feel doubtful and we feel courage. We might even think the same things. But then again, we are different.
What I like might be different than what you like, and that could be for the very simple reason that I come from a different cultural background than you, because I had different challenges, or grew up in a different neighborhood. It could be because of the school I went to or the languages that I speak. My job, my friends and the way I live could make me different than you, and similar to those who belong to the same school, to the same culture or the same neighborhood.
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You communicate through all your senses, but when it comes to online services, you communicate using visual cues and the power of the written word.
Don’ t underestimate the power of that written word.
Especially if your website is bilingual.
Nothing is worse than a bilingual website that doesn’t speak the language of the locals. Nothing is worse than a bilingual website that is built on Google Translate.
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Social distancing. Isolation.
Stay home. Stay safe.
I am bombarded with those messages and I am sure you are too.
As sick as I am of those, I am sure you are sick of them too.
It’s no doubt that social distancing in the time of a pandemic will “keep you safe” from the highly contagious COVID-19.
But…
What if this social distancing will result in other problems for us as a global society, turning the majority of us to addicts, of whatever substance that induces dopamine?
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What is the bystander effect?
Good question.
In simple English, the bystander effect means that in times of distress or when the time comes when”someone” needs to take action, if there are a lot of people present, everyone will assume “someone” else will take action, and no one will take that “action”.
People would think,
“Someone is taking care of it, so I don’t really have to do anything about it.”
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Speak to the “new brain”, and not only your customers will be satisfied with your product or service, but also become repeat customers and buy again and again.
Remember when I was talking about the reason we do stupid things, and then think, “What the hell was I thinking?”
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Sometimes we do stupid things.
We make impulsive decisions and rely on our gut
.
How many times have you thought, “What the hell was I thinking?”
What you have done is not logical. In fact, you have used to good old SWOT analysis diagram, you wouldn’t have even thought about that stupid thing you did in the first place.
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In my previous post, To sell, speak to all three parts of the brain, I talked about the three parts of the brain that we have, and now, I am going to talk about the old brain, the primal one, the lizard brain, and how it influences customers to buy, right now.
The lizard brain?
“The lizard brain is hungry, scared, angry, and horny. The lizard brain only wants to eat and be safe. The lizard brain will fight (to the death) if it has to, but would rather run away. It likes a vendetta and has no trouble getting angry.” - Seth Godin
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You have got three brains, and each one of them plays a role when making decisions.
1. Old brain (reptilian): The survival brain that is driven by our primal instincts. You are in the lookout for survival, for protection.
Don’t be that jar.
I bet every designer out there is familiar with the value proposition canvas, on which you basically match how the product or service you are designing, is going to help your customers do the jobs they currently do. It helps you map how you are going to relieve their pains, and how you are going to alleviate their gains.
It looks something like this.
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