“To be persuasive, we must be believable; to be believable, we must be credible; to be credible, we must be truthful.” – Edward R. Murrow.
A lot of things go into our decision making. When viewing this through a marketing lens, credibility is certainly one of those important factors. And one of the most powerful ways of achieving credibility in the online space is through social proof.
Did you know, for example, that consumer reviews are 12x more trusted than vendor descriptions? People don’t always trust a brand, but they always trust other consumers.