Imagine you had to choose between two restaurants – a busy one and a quiet one. Which restaurant would you choose?

Most people would choose the busy restaurant. Why? Because of social proof. 

What’s social proof? It’s when people assume that the actions of others are correct and then copy this behaviour. 

So when you do your marketing, you always want to convey the impression that your small business is the busy restaurant. The more social proof you have in your marketing, the more effective it will be.