Why “Everyone’s Doing It” Is Still a Winning Sales Strategy

People naturally assume that if a product is popular, it must be good. A simple but powerful way to use this? Show how many people prefer your product.

Research shows that social norms are even more persuasive when they refer to someone’s close group—whether that’s based on nationality, industry, or social identity. For example:

A study found that when Asian consumers were told their values differed from their peers, they shifted their preferences just to fit in.

This means that marketing messages like “80% of smart consumers choose this brand” or “Most Hong Kongers prefer this product” can be especially powerful.

 ✅ How businesses can apply this: Conduct research to identify your key customer segments—then tailor your messaging to highlight what people like them are already doing. (Need help with this? View my services on brand strategy and positioning to develop customer personas)

Sometimes, it's not about the numbers—it’s about what people see in everyday life.

The Labubu craze didn’t just live online. People saw others carrying the toys and keychains around. It created a kind of visual feedback loop: “Everyone has one—I should too.”

British perfumer Jo Malone pulled off something similar to create buzz before her store launch. She gave 50 people her signature empty shopping bags to carry around in fashionable districts. The bags became a visible social norm as others began to associate the bags with exclusivity and trendiness. This built curiosity before the store even opened.

✅ How businesses can apply this: Use visual cues, like branded packaging, product displays, or influencer content, to make your product a visible sign of what’s popular. Think of it as turning your product or service into a social badge people want to be seen using.