ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr by: Joe SwatekAs a financial services marketing professional, your job is to persuade likely prospects to open new accounts and take advantage of services at your institution.That description almost makes it sound simple. Of course, you know it isn’t.There are methods you can use to reach that goal. They were explained years ago in the book, Influence, The Psychology of Persuasion, written by marketing master Robert Cialdini.One of Cialdini’s six tool of persuasion he described in the book is Social Proof.Social Proof goes by a variety of names, some not so flattering, but the concept is easy to grasp. The idea works all around us, not only with advertising. Through some sort of influence, people conform to a group idea or, in advertising, choose a particular product.You probably know an individual or family who always drive the same make of car. They might be Ford people or Chevy owners. Maybe they go so far as preferring a particular model, like the Mustang. These people are following Social Proof. Because the grandfather or father or someone with influence claimed one make of car was the best, all the others follow suit. continue reading »
After the heart-break of missing-out on a medal in London four years ago, Murphy has clinched a silver medal today after a superb performance during today’s medal race in the Laser Radial Class.Murphy’s fifth place finish in today’s race was enough to see her move up one spot in the podium positions to claim silver.The gold medal went to Marit Bouwmeester of the Netherlands with Anne-Marie Rindom of Denmark having to settle for third.