Social proof is incredibly powerful. Dr. Cialdini wrote a whole book about it.

This is why having dozens of reviews on your product page is so sought after by marketers.

But, what is a marketer to do when the product is a new launch?

You can’t have reviews for a product that went live 24 hours ago.

What’s the solution?

Let’s first slow down and meditate on the situation.

Who buys a product that doesn’t have reviews?

Someone who doesn’t rely on social proof. In other words, an early adopter (Wikipedia article about early adopters)

What do we know about early adopters? Here are a few ideas:

1: Early adopters enjoy the fact that they’re ahead of the mass market.

2: They consider themselves tastemakers. They want to buy a product none of their friends have.

3: They’re independent thinkers.

4: While most consumers are risk-averse early adopters lean into risk.

And there you have it. We now have the solution.

And it’s to rewrite your product description.

Frame the product story for early adopters. We link to an article about how to develop a product story in the related articles section below.

Use the 4 points above to craft your description. We already know that the first 2,000 units will only be bought by early adopters. So make sure your product study singularly targets them. Do it at the cost of all other buyers. Let your readers know you don’t give a rat’s ass about any other buyer persona.

After 3 months when you have 45 reviews you can gradually start tweaking your copy to start accommodating buyers who do need social proof.

After 5 years when you’ve exhausted all early adopter sales and have 512 reviews rewrite your copy so it’s only about social proof.

Further Reading

We hope you enjoyed this article. We’ve spent the last 13 years in our marketing lab, experimenting with ways to optimize conversion rates and grow sales. We’re ready to spill the beans.

The following articles will save you 13 years:

— Before revealing the secret that’ll improve conversion rates by 20% let’s zoom out to see the forest for the🌲: Optimize Conversion Rates: A Totally Different Approach

— For every 1,000 product pitches encountered the shopper buys one item (and we’re being generous). You want this to be your product. How do our brains choose? They rely on a ranking algorithm, not dissimilar to the one Google uses for search results. Our conversion copywriting process is designed to get your pitch to the front of the line.

— The link above revealed how to construct the perfect sales pitch. Next, this killer pitch needs to be infused into your product page. We have just one chance to convert this visitor (only 15% of visitors ever return). Read this next: Infusing Your Product Story To Your Product Page.

About Frictionless Commerce

We deliver an unfair advantage to technical product DTC brands (for example, Dyson) by improving advertising effectiveness by 20% in 90 days. This is achieved using a buyer psychology conversion copywriting framework. All paid traffic eventually reaches the product page and this is where we strike. Our process.

If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.

If you want to make your life easier and still increase conversions, jump on a call.