Last week, I mailed a YouTube link to my list.
And, an eagle-eyed reader observed a few hours later:
Dude. This is not hate.
But I have to ask.
You are endorsed by some of the top people in the industry.
I found you through a course of Russel Brunson referring you and is see so many of the top people in your testimonials.
How the hell is it possible only 21 people have watched that YouTube video you send out 4 hours ago.
I would have expected a few thousands of views or at least a few hundreds. But 21 after an emails send out 4 hours ago.
I’m sure you have a good reason or explanation, but let me tell you it kills all your credibility. It’s negative social proof.
Anyways, I’m really curious why that is? not hating. I believe you’re the real deal. But man.. 21 fucking one??
Merely a YouTube glitch.
Analytics showed something like 160 views within the first hour, and 400 or so 24 hours later. Considering I rarely get over 1,000 views on these videos, total, that’s actually not too shabby.
But, there was a useful lesson within his question.
And, that lesson is this:
The superficiality of the average consumer.
Like it or not, think it fair or not, rational or not, makes any sense or not… people are swayed, influenced, and make buying decisions on social proof and status. And, they often do it regardless of quality, reliability, or intrinsic value.
Take social media share buttons, for example.
Most people with share buttons on their blogs write posts that get zero shares.
What’s someone going to think — at a glance — when they land on that post and see 0 shares?
Nobody else is reading or sharing it.
It could literally be the single most valuable piece of info ever written, and human beings — being “wired” to care more about status than substance — will ignore it. On the other hand, someone with status could post something completely inane and insane, and it will get thousands sharing just because.
There are a lot of things that can create “reverse credibility.”
And things like a YouTube glitch showing 21 views or 0-share social media buttons will do just that. Except, in my case, it is “blunted” because of how I communicate with my list, build my brand, and treat my customers.
Like the above reader demonstrated when he said:
“I believe you’re the real deal.”
This is one of many reasons to be communicating with your list in a way those you want to buy from you (and not what the people you don’t care who buy from you) like to be communicated to.
It’s also why I don’t really care much about these things.
Do email right, and it all evens out in the end.
And doing email right is, oh-so-coincidentally, what I teach in “Email Players”.
To learn more about it, go here: