Tactic 38 of 99
The Mirror Crowd
People don’t follow the crowd. They follow people like them.
What it is
Social proof is strongest when the “others” are similar to us. A review from someone your age, in your situation, with your problem, counts for far more than a thousand faceless stars.
Spot it
Ads and testimonials that look exactly like you: your age, your job, your life stage. “Parents like you are choosing...” That’s targeting, not coincidence.
Counter it
Ask whether the “person like you” is real, and whether their situation actually matches yours. Then look for reviews from people who didn’t like it.