“You’re probably familiar with social proof. If not, social proof is our tendency to assume that the actions of others reflect the correct behavior for a given situation.

But not all forms of influence are alike. What’s more important is when the actions of others belong to people who are similar to us.

In one 2008 study, hotel guests were found to be more likely to reuse their towels when told the majority of the prior occupants of their particular room had participated, than those who had learned the norms for the hotel in general.

To put it another way, we prefer people who think similarly to ourselves. If you resemble a previous buyer, you’re more likely to be receptive to their testimonials. It’s perhaps not surprising, then, that we’re so responsive to consumer reviews.

In fact, according to research by Deloitte, 60 percent of people rate reviews as equally trustworthy as information from friends and family.

Mina Samir

“Influencers are a lot like high school quarterbacks. They’re popular amongst their peers but almost impossible to befriend.

Getting the coveted high-five in the hallway from an influencer is impressive in its own right. But what’s remarkable—and where you ought to focus your outreach efforts—is getting press from influencers in your market.

Think about it: Everyone wants to get featured in Entrepreneur, Forbes, The Huffington Post, etc. But there’s a problem.

Everyone’s gunning for them. What’s better is getting noticed by the movers and shakers your audience is most familiar with.

Take Di Bruno Bros., for instance. They specialize in gourmet gift baskets and travel the world to find the most delicious cheeses, meats, and specialty foods out there. And their efforts pay off.

Having caught the attention of industry giants Travel + Leisure and Serious Eats (among others), Di Bruno Bros combine quotes with influencer badges on their media page:”