Understand Your Buyer > How to connect with your buyer > The Bandwagon Effect
What is it?
The Bandwagon Effect refers to the likelihood of your clients to “follow the crowd” and buy your offering if they see lots of other people have too.
Why does it work?
It works because we are seeking to minimise risk when we buy. If lots of people have seemingly bought your offering and approve of it in reviews and case studies then as a buyer I am more likely to buy as I feel safer. It’s the reason you join queues without knowing what they are for or buy bestselling books on Amazon without doing any research – if it’s good enough for the crowds….
How can you use it?
If you can publicise how many people use your product or service and the number is compelling, then it can be used to attract more buyers. Making statements such as “Trusted by over 1,000 businesses” or “Join our mailing list of 15,000 people” it’s more compelling than if those numbers were absent.
If appropriate, focus on the scale and reach of your business and promote the large numbers that show your offering is popular and well received.
Example:
A software company uses the statement:
“Join over 20,000 businesses already using our platform to grow faster.”
By highlighting that thousands of companies have already chosen their software, they create a sense of safety and trust for potential buyers. People feel reassured that if so many others are using it, it must be reliable and worth investing in.
See also
