Social Proof
People follow what others like them are doing.
Explanation
When uncertain about how to act, people look to others for guidance—especially people they see as similar to themselves. This is why testimonials work better when they're from people who share characteristics with your audience. It's not enough to show that 'everyone' is doing something; you need to show that people like your audience are doing it.
Real-World Example
Weak: '10,000 people use this software.' Strong: '95% of engineering teams at companies your size have switched to this platform.' The second example uses social proof from similar organizations, making it more compelling for your specific audience.
How to Apply
Find examples from people similar to your audience—same industry, size, role, or situation. Use specific numbers when possible: '7 out of 10 managers in your department...' Share stories from people they respect or identify with. Focus on peers, not just any users. The more similar the comparison group, the stronger the influence.