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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.
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