A short spoken presentation by Mark Simpson explaining how social proof builds trust for businesses and introducing a tool called I-PRAC that helps establish that trust (references include friend recommendations and discovery via Instagram/friend-of-a-friend).
Number one, if you've come into the website on a recommendation from a friend, it eliminates any sort of doubt because a friend has recommended that social proof is there. And so you've got that know, like love and trust factor from social proof. So if I'm coming across your website through an Instagram search or whatever, maybe it's like a not a direct friend recommendation, but of a friend of a friend, of a friend, then there's some really cool tools that are available to establish that trust. One is called I hyphen prac.
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