The Two Words That Turn Social Proof into Instant Compliance

A small online retailer struggled to convince buyers to try its new subscription box. In their marketing meeting, Carla suggested a shift: “Most subscribers pick the quarterly box because it offers the best value.”

They updated the website banner with that line. Within days, subscription pickup rose by 25%. Shoppers felt reassured—if most others chose it, it must be right.

This wasn’t luck. Social psychologist Robert Cialdini described this as the principle of consensus: people look to others for cues on acceptable behavior. By invoking “most people,” Carla leveraged conformity to guide choices.

The case shows how a simple label of majority behavior reduces decision anxiety and speeds choices. When you describe what the group does, you remove uncertainty and let people follow the herd toward your preferred outcome.

To use this, list the top actions your peers take, then open with “Most people...” and state the behavior. Position your recommendation as the majority’s choice. Observe as people align automatically. This technique uses social proof to guide decisions quickly and subtly. Employ it in your next proposal.