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You Are The Brand

Jul 31, 2017

On Friday nights, I often catch up with friends in Alphabet City, a neighborhood in the East Village of New York City.

One of our favorite spots is a bar called Fat Buddha. We’re regulars, so we’ve gotten to know the bartenders.

One night I got I in early before the night crowd strolled in. The crew was still getting setup and I noticed Shannon, one of bartenders, put out a tip jar … then add her own money to it.

Ever the marketer, I asked Shannon why she did that.

She said it was to “salt” the jar — to give people the impression that tipping with folded bills is proper behavior at their fine establishment.

This is the third law of influence: social proof.

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