The Parking Lot Test
How Social Proof Can Boost Your Marketing
You're driving through a strange small town and realize it's noontime, and you haven’t eaten anything since that coffee and Egg McMuffin at 6 AM when you hit the road. You think about how tired you are of junk food and how much you'd like a real meal. There are restaurant signs up ahead, but you’re making a blind choice about where to pull in.
On the left side of the road is a restaurant with a few cars in the parking lot. But across the street, on your right, is another local spot with nearly a full parking lot. Only a few parking spots remain, and people are coming and going with smiles and doggy bags.
Do you go left or go right?
You'll probably choose the “right” option without even thinking about it consciously. But your subconscious is working hard, guiding your actions just like it has for thousands of years. Scientists refer to this phenomenon as “Normative Social Influence,” which is now commonly known as “Social Proof.”
Terminology from 1984
Long before the first signs of Internet-driven Social Proof (LiveJournal in 1999), author Robert Cialdini introduced the term in his influential book, “Influence: The Psychology of Persuasion – 1984). Research shows that people often conform to group behavior, even when they know it is wrong, to fit in (Solomon Asch Conformity Experiments – 1951) and imitate the actions of others, especially in unclear and new situations (Milgram’s Crowd Behavior Studies- 1969).
You were about to turn into the restaurant on the right before you even consciously thought about moving the steering wheel. Why? Because others had already done so. We find comfort in conformity. This brings us (as always) back to story theory, but in a different and complementary powerful way than we've discussed in previous posts.
There is something even more effective than telling it yourself — having others tell it for you. Testimonials are a simple yet powerful tool that marketers often overlook. Ken Blanchard wrote about this in “Raving Fans” in 1993. Ten years ago, Peter Shenkman wrote, “Zombie Loyalists: Using Great Service to Create Rabid Fans.” We’ve read the books, but still… no testimonials.
It can be as simple as changing the pronouns in your story. The story is told from the client or main character’s point of view. It includes the same elements: a client with a problem meets a guide with a solution, who offers a plan that is followed and leads to success.
Sometimes, you don’t even have to ask!
When we think of testimonials, we often imagine immediate results and personal interactions. However, they are also valuable over the long term in a B-to-B context. In the summer edition of “Fast Company,” Rob Walker recently reported that shortly after becoming CEO of Starbucks, Brian Niccol spoke up during an earnings call. He told everyone that they were “Bringing the Sharpies back to their baristas to allow them to put that additional human touch on every coffee experience” by writing each customer’s name or an inspiring note on their cup.
In StoryLand (where I live) and beyond, that's called a “two-fer." Niccol was sharing HIS company’s story, but the comment didn’t go unnoticed at $7.6B Newell, the maker of Sharpies. They weren’t even aware of the statement, but they started receiving congratulatory messages from all over. Such is the power of testimonials.
Be intentional
Innovative companies recognize that testimonials don’t happen by chance—they are cultivated. They proactively seek them out, shape them, and strategically share them across channels to build credibility and establish an emotional connection with their audiences.
Why do they take those actions? Social Proof! We want to go where others are going. We want to buy the brands our peers favor. We trust what others trust. We follow the crowd to feel safe. We assume popularity equals quality. We seek validation before taking action. We copy what seems to work for others.
Seven real-world examples you can apply to YOUR marketing.
Take Basecamp, for example. Instead of merely gathering generic quotes, they ask users to provide detailed feedback on how their project management software improved communication and reduced chaos. Then, they prominently showcase these testimonials on their website, including names, company affiliations, and even photos. This adds authenticity and transforms satisfied customers into advocates.
Or consider Slack, which features customer stories in blog posts and videos that highlight specific use cases. One notable example is how IBM used Slack to connect 350,000 employees worldwide. By allowing clients to share their challenges and successes in their own words, Slack demonstrates flexibility and influence in ways no standard feature list ever could.
HubSpot has a dedicated section on its website for customer stories. They display case studies sorted by industry, company size, and solution used. This makes it easy for potential customers to find someone similar to them... someone who faced similar challenges and succeeded with HubSpot’s help. These stories aren’t just promotional; they offer practical examples of success.
Then there’s Glossier, a brand that started from a beauty blog and turned its most loyal readers into evangelists. They flooded their product pages and social media feeds with real customer photos, comments, and video testimonials. As a result, new customers didn’t just see attractive packaging—they saw someone like them who loved the product. That’s social proof in its most genuine and scalable form.
Some companies, like Casper Mattresses, have built their entire reputation on user reviews. With no physical showrooms at launch, they relied heavily on testimonials, which became the brand’s main sales tool. Verified buyers shared how the mattress eased their back pain or improved their sleep, and these stories proved more persuasive than any marketing campaign could be.
Salesforce collects testimonial content during annual customer success events, such as Dreamforce, and then turns those snippets into YouTube videos, sales materials, and social media clips. They don’t just ask, “What did you like about our product?” Instead, they encourage stories of change: “What couldn’t you do before that you can now?” or “How did your team change because of us?”
The most innovative brands even tie testimonials to measurable results. Monday.com doesn’t just say, “Our customers love us.” They show data—such as hours saved, productivity boosts, and quicker task completion—directly from user stories.
A Crucial Part of Your Brand Story
These companies view testimonials as a crucial part of their brand story, not just optional extras. They don’t wait for positive feedback to come to them. Instead, they ask the right questions, carefully craft the stories, and focus on the hero: the customer. They know that it is more powerful to have others tell the story. It is social, and it is proof. It is great strategy.
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