Why recommendations are so important to us
Never before have people stood in front of so many insurmountable mountains of goods. And the flood of information has become unimaginable. The perceived confusion rises. More and more storms us - but we have less and less time for everything.
The fear of mistakes is therefore immense. And this especially among the business decision-makers in the carpet days. But doubts lead to blockades of action, to consumer restraint and to buying. The way out of this complexity dilemma?
A "handpicked" recommendation. The exchange of experiences and the good tips among (business) friends reduce complexity, they give us emotional security and make us more decision-making. They bring light into the supply jungle and make our life easy and beautiful.
What made Amazon the big breakthrough
Recommendation mechanisms have given Amazon the big breakthrough. Today, nobody is aware that 1998 introduced the famous five-star rating system plus rating text on its online marketplace.
A little later, to evaluate the quality of the evaluation, the addition of "Was this review helpful to you" and a comment function added the possibility of rating the evaluator. In most cases, customers will also buy where they have read the rating.
So start to collect positive customer feedback and make it publicly visible. Reliable recommendations from third parties point the way for interested parties and reduce the risk of making mistakes. They promote our private and professional progress. And they help us save a lot of time.
When we build on recommendations
Above all, we resort to a recommendation
- if it is difficult or expensive to get an overview of the respective market, all providers and their services,
- if offers are complex or strongly explanatory,
- if we lack the necessary expertise,
- if we lack the necessary leisure,
- when products are relatively expensive,
- if we have to enter into a long-term commitment,
- if we can not afford a fault,
- if we can not decide,
- when it comes to our security,
- when it comes to a high degree of trust.
Whoever is uncertain is wise when he joins the one who willingly shares his experiences and insights. For, according to our cerebral perilous radar, he has survived a comparable situation. Recommendations are the link between habit and uncertainty. They lay the steps and make the path safe and free. Therefore, recommended business is also so easy to get.
Why are people active as a recommendation?
With a first-class recommendation you can decorate yourself as well as enhance your prestige and self-esteem. You can present yourself as a connoisseur. You can influence people and thus exercise power in a certain sense. Or you can help and do good to others. In this way, trustful relationships can be established and friendships strengthened.
The drive of a recommender is thus in the fewest cases superficially material profit, but rather this: "to be somebody" or to be able to contribute something.
Especially in the case of oral propaganda, another aspect is relevant: to be one of the first to get wind of a thing and thus to be a member of an initiated circle of pioneers. A product that makes itself scarce and exciting through artificial scarcity, makes use of this aspect in a special way.
A bad recommendation destroys social capital
So give potential prospects something that makes them look good, with which they can benefit others or profile themselves. Then it has good chances to be recommended by them.
However, recommendations are always subjective - and very personal. They also say something about their own values. And they polarize. What you recommend, you like a lot - and not at all.
For what one speaks with passion, one sometimes goes through the fire. And something you hate as the plague, because it has a deeply hurt or disappointed, you want to destroy grim.
Mediocrity is never recommended
A willingness to make recommendations not only requires remarkable product features, but also always requires a good relationship. And for that, two things are needed: human knowledge and superlatives, as I do in my new Book more precisely.
The emotions that precede a recommendation come into play only when something proves to be particularly good or bad. Mediocre is never recommended. Only in the area of the peaks, when we are deeply satisfied or highly dissatisfied, will we become recommenda- tion or abatement active.
When there is a willingness to go
- if you can express your personality,
- if one can nourish coolness and the need for validity,
- if one can contribute to the welfare of others,
- if one can shape itself through insider knowledge or as a pioneer,
- if you can feel belonging and part of a community,
- when involved in the development processes,
- if something entertaining or sensational is provided,
- if something completely new or very exclusive is offered,
- if something very useful or desirable is offered,
- if there is something to win or to play.
To sum it up: People not only want money and fun, they also want to experience themselves as "important". They want to do something meaningful. And leave traces. And count as a valued member of a respectable community. Those who help them will be rewarded with valuable and at the same time effective recommendations.
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