Recommendations separate the good from the bad
Recommendations are the most valuable gift a supplier can get from their customers. However, these are only pronounced when one is absolutely certain of its cause. Because with every recommendation, your own good reputation is always at stake.
Even only satisfactory is never recommended, because this stands for average and mediocrity. Only what is outstanding, unique, surprising or sensational is recommended. Such superlatives provide the so important storytelling, which causes word of mouth and causes a referral.
Perfection and sympathy are needed
Recommendations are experienced perfection - and always associated with emotions. For only who is completely convinced of your cause and You will be very enthusiastic. So it is so, trustworthy and to be sympathetic.
Head and The heart of your advocates must be conquered, only then will the referral business really get going. Even the best product uses nothing when it is ultimately lacking in affection. We like people who like us. And we only recommend the one that we can suffer well.
In a group, it's best to use it
In summary, a simple formula shows the way:
- Know + find great + like to like = recommend
For the human as a "community animal" are also the group affiliation and the herd mentality of great importance. That is why one's own environment plays an important role in sharing recommendations. So the formula can be extended as follows:
- To know is: I know it, and my network knows it.
- Finding a class means: Me and my network find it great.
- Gladly means: I and my network like it.
Moreover, it is not only important to understand the motives of recipients and recipients. It is also necessary to know how communities and groups work. Recommendations usually take place within a group.
Recommendations are also social putty
We humans are socially connected individuals. Isolation is one of our worst fears. Everyone who was a member of a group was often paid with life. Thus, psychological phenomena such as group weight, swarm intelligence, mass movements and conformal cohort behavior are explained by evolution.
And so explains the meteoric rise of social networks, so Facebook, Twitter, YouTube, and Co. A well-made recommendation marketing will therefore not only provide divisible material, but also offer customers and prospects the opportunity to exchange views.
For interpersonal relationships dye and direct very strongly what we think is good or bad. Many things seem to us desirable only because others have it. Social contagion is said.
Recommendations involve risk of infection
We are so wired that we can resonate with those who are close to us. The more than 200 million mirror neurons in our brain are responsible for this. This leads to emotional harmony, spontaneous imitation, equality, and even copy of the Ductus and Habitus.
What many think, believe and do, can not be so wrong. That is why recommended ideas are also becoming so powerful. And where serpent products are sold, long serpents form.
So, declaring your racers as "our most popular product" and "bestseller" or highlighting what most of your customers choose is what makes the cash register ring. "Social Proof" is also called this effect.
The opinion of third parties affects Likes and Dislikes
By the opinion of those who are important to us, even the best first impression can quickly falter: Because decisions are very vulnerable. What others say about a new achievement can really spoil the mood.
Suddenly, you just do not like the just-bought estate. On the other hand, an encouraging encouragement can cast our last doubt into the air. This is why it is also important to vote positively on the opinion of those who are in the vicinity of an interested party.
Also when recommending: similarities attract
On the web you often find hundreds that have already tested the product you want to buy. On whose advice do you attach particular importance? The first priority is the peers, the peers around us. With those at the same level of social hierarchy, our brain is the most concerned.
"Equal and like to join," says the vernacular. We feel magically attracted to similarities, because similarity gives us security. Similarity confirms us in our own values. Similarity ensures sympathy and also creates trust.
Similarities should therefore be emphasized in recommendation marketing. Interestingly, on the Web, we believe our peers even when they call themselves "Tiger93" or "Schatzi26" - and let anonymous avatars speak for themselves.
Influencers are particularly valuable in referral marketing
At the same time, we also like to hear what influencers and opinion leaders, ie opinion leaders, are saying - and quickly agree. So their judgment influences the consumption behavior of entire groups.
Few among us are Vormacher, most are Nachmacher. As a result, people orient themselves to those who are "above" and in charge - often even when their performance is out of all proportion to the noise they make.
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