The document provides a summary of techniques for increasing marketing effectiveness based on principles of behavioral economics and social proof. It discusses how Donald Trump has effectively used social proof in his campaign by consistently promoting endorsements, polls, and images that show large crowds. The document then provides examples of how businesses can apply these principles by using endorsements, highlighting positive reviews and metrics, and maintaining a consistent message. The overall summary is that focusing on how consumers make decisions through principles like social proof can be an inexpensive way for businesses to improve conversion rates.

1. Promote Like the
Donald
(c) 2016, Jeff Gilman
The Center for Business Innovation
jeffgilman.com
Behavioral economics provides science based
ways to increase marketing effectiveness. Social
Proof sells.

2. About This Slide Deck
• One of a series of case studies
• For business and non-profit organization people
• Designed to point out innovations
• And promote creative thought
• From JeffGilman.com

3. Who This Is For
• Owners, operators and managers of small
businesses and non-profits seeking creative ways
to gain a competitive advantage.
• People seeking innovations to apply to their own
operations.

4. Who This Is NOT For
• People seeking a simple - one size fits all solution.
• People looking to get rich quick.
• People that want the ‘secret’ handed to them.

5. Why Listen To Jeff?
• Started, bought, developed, sold several businesses. Consulted for several
non-profits.
• Big 6 consulting firm background.
• Experience in large and small business, non-profits, and government.
• MBA, BS Accounting
• In addition to the US, Jeff has worked in Pakistan, Barbados, Saudi Arabia, and
other countries.
• Big picture.
• Seasoned and experienced.
• Former SCORE Mentor

6. DISCLAIMER
There is no warranty or representation that this information will meet your requirements,
that it will be of satisfactory quality, that it will be fit for a particular purpose, that it will not
infringe the rights of third parties, that it will be compatible with any situations, and that any
of the information provided will be accurate. We make no guarantee of any specific results
from the use of this information.
No part of this information or conclusions is intended to constitute advice from
professionals and your own analysis and the content of this information should not be
relied upon when making any decisions or taking any action of any kind.
No part of this information is intended to constitute a contractual offer capable of
acceptance. No goods or services are sold through this information and service details are
provided for information purposes only.

7. Business Science vs. Business Intuition
There are many perspectives and often disagreement on business problems. Some of
this discord is because of honest difference of opinion - two people can look at the same
facts and come to different conclusions.
Much disagreement is because people, driven by purely pecuniary interests, offer
supposedly ‘common sense solutions’ as the key to business success. They promote
their tonic as the cure all, be all, end all, for all ailments. Of course, most of this is
nonsense. My response is, “there ain’t no free lunch.”
Occasionally one of their acolytes enjoys a success which is offered up as proof of their
wizardry. However, in science, it is important to count the hits as well as the misses and
that’s what separates business science from the mere promoters.
The Center for Business Innovation is committed to the science of business - to finding
scientific proof of what works and what doesn’t so that entrepreneurs and business people
of all levels of experience and abilities can enjoy the greatest possible chances for
success.

8. Introduction
The early part of a political campaign tends to attract
little attention. And the attention it does attract is from
the most enthusiastic followers - the political junkies
and extremists - and not main stream voters.
Candidates struggle to separate themselves from the
field. They wrestle with getting people interested in
their ‘issues’ and the ‘reasons’ they are running.
They often fall back on tired sayings like, “I’ll cut
taxes” or “I’ll create opportunity for everyone.” And the
world yawns.
Trump has changed that dynamic with a new type of
campaign that focuses on using just 1 promise and
one reason - social proof - to support him.
Behavioral economics is the study of how people
make decisions.
Idea gained prominence when Dr Daniel Kahneman
won the Nobel Prize for his research in 2002.
Key concept is that people are NOT rational decision
makers. That is, people are influenced by things other
than rationality including personal biases, emotion and
so forth.
Thus it is important to communicate with people in
ways that improve the likelihood of them accepting
your message.
“people have a strong tendency to go along with the status quo or default option.”
― Richard H. Thaler, Nudge: Improving Decisions About Health, Wealth, and Happiness

9. The Problem
Getting noticed
1. Differentiate ones’s self in a competitive world.
2. Inspiring action.
3. Get the sale before the other guy.
4. Build a brand.

10. Background:
The need for results
The story begins with any business or organization,
yours maybe.
And the need to more effectively convert people from
prospects to contributors.
An important way to do this is thru the tools of
influence - that is - ways information is presented that
make people are most likely to accept it.
The techniques presented can be used, individually or
in groups, on any web site or marketing material.

11. Background:
The problem with communications
Many of us believe that presenting the facts or sharing
information is how information is exchanged or how
people are made into customers or supporters.
This is not true.
People hate to think. The brain, contrary to rumor,
does not like to analyze and parse information to see
how it benefits one.
The brain likes to exclude information and do as little
as it can. Your brain is happiest when it is parsing
information out rather than bringing data in.
Therefore, the brain has developed a set of rules -
heuristics - to get thru the day.
These rules allow the brain to make fast, and
generally good, decisions without wasting time or
energy.
If these rules are understood, the communicator has a
direct ‘feed’ into the brain and can by pass the filters
designed to keep information out.

12. Principals of Influence
6 heuristics the brain uses to make fast, effortless decisions
• Social proof - following the other guy. (Like mother said, ‘if everyone else jumped off a bridge would you
too?’ Of course you would, that’s what everyone is doing.)
• Scarcity - the less there is of it the more valuable it is. (Don McClean, author of ‘Bye Bye American Pie’
sold his original manuscript for $1.2 million. But the photocopy, as an exact duplicate as anyone might
need, is not worth 50 cents.)
• Reciprocity - I owe you. (Phrases such as ‘much obliged’ or ‘I’m beholden’ are part of our culture. There
is a strong internal pressure to level the scales.)
• Consistency - humans strive to be consistent - to behave in a predictable fashion. (Research shows it’s
easier for someone to take the second step after taking the first.)
• Authority - we obey authority figures. (Every con man knows dressing the part is half the battle. Dress
like a banker and you are half way to getting an old lady to hand over her life savings.)
• Liking - we tend to do business with people we like and trust. (Politicians love to be photographed kissing
babies because they know it makes them likable - and instant liking is more powerful than a 50 page
position paper.)

13. Influence Is Based On
• Research conducted by Dr. Robert Cialdini
• Regents' Professor Emeritus of Psychology and Marketing at Arizona
State University
• He is best known for his 1984 book Influence: The Psychology of
Persuasion. The book has sold over three million copies and has
been translated into 30 languages. It was listed on the New York
Times Business Best Seller List. Fortune Magazine lists the book in
their "75 Smartest Business Books".
• His two other books, "Yes! 50 Scientifically Proven Ways to Be
Persuasive" and "The Small BIG: Small changes that spark a big
influence" were named a New York Times Bestseller and The Times
Book of the year respectively.

14. 4 Slides Comparing
Trump to 2 Competitors
Examples taken from Facebook posts.

15. Trump: endorsements and
other social proof
Not counted: two attacks in
14 posts.

16. Trump: endorsements and
other social proof.
Consistent about ‘make
America great again.’

17. Jeb: difficult to categorize -
volunteers, administrative
stuff, and attacks. Not
focused. All over the place.

18. Ted: two endorsements,
one expression of support
for the military, one attack,
some campaign news. Not
focused. No core message.

19. Social Proof
Amazon and other leading web retailers
have adopted the principal of social
proof using:
• Ranking systems.
• Best Seller tags
• Reviews.
• Counting the number of reviews.
• Ordering the reviews in the sequence
others find ‘most helpful’.
• The ‘verified’ purchase, seller, etc.
What they know is the buyer is not going to
compare dozens or even a few other books to
arrive at a buying decision. Rather, the buyer
is going to take the path of least effort and
silently say to herself, ‘what do other people
think?’ and follow.

20. Trump Has Applied This To His
Campaign
• Endorsements
• Polls
• Pictures in front of crowds
• Talking about record crowds
• Talking about how great everything is that he has

21. Lessons
• Use Endorsements
• Point out how well you do in Polls
• Use pictures of you and your products in the hands of
users
• Talking about strengths
• Talking about how special you are
• Be consistent

22. Resources
Nudge - Dr Richard Thaler
Thinking Fast and Slow - Dr Daniel Kahneman
Influence - Dr Robert Cialdini

23. Conclusion: Better Selling Is Inexpensive
• Of all the things a firm can do, studying consumer behavior
better delivers the most bang for the buck.
Bigger, splashier
ad campaigns
Successful new
products and
locations
Details of daily
business
Better (i.e.,
higher)
conversion rates
Better Technique Delivers More Results For Less Money
Results
Investment
MoreLess
MoreLess
Focusing on how buyers make
decisions is the least expensive and
highest return activity sellers can
under take.

24. The Innovation
Applying new knowledge - the psychology of
decision making - to buyer behavior.

25. About
Jeff Gilman
jeffgilman.com
Jeff is a multidisciplinary consultant that helps
small businesses with coaching and
developmental services.
There are just a few things that make a big
difference to small organizations: better
fundamentals and a clearer vision of how they
create customers. Jeff helps with both.
The innovation series is devoted to demonstrating
that opportunity is just one innovation away.
"There is no one better at listening and helping small
business people sort thru their ideas and choices." -
Tom Peric
“I love my talks with Jeff.” – Carajoy Nash
“My relationship with Jeff is very important to me.” –
Willie Davis
“Jeff is a life time friend.” – Dale Brooks
Certified mentor, retired