John Roberts is a brilliant communicator and author of the book: “Igniting Inspiration, A Persuasion Manual for Visionaries.”
His recent blog post gives a practical 6-step process for delivering convincing ‘social proof’ for the urgency of sustainable behavior among a mass of mainstream folks who, as of yet, have very few socially similar role models.
The answer: Applied Empathy.
Step 1: Clearly define the target behaviors and determine target audience baseline
Step 2: Take time to find out where your audience lives
Step 3: Discover their preferred ‘cues’ for determining social proof
Step 4: Turn audience insights into behavior change strategies
Step 5: Create and deliver social proof
Step 6: Measure, Revise, Repeat.