We like to do what other people are doing. We use reviews to help us figure out where to stay on holiday, which restaurant to eat at, which book to read or movie to watch. If something is really popular we think “hey, if all those people are doing it, it must be good”.
This can be used to our advantage in sales. It works like this. You say to a client, “some of my clients who have an overdraft also have a revolving credit loan for those bigger capital purchases”, Sounds okay, not fantastic, but nothing much wrong except that it doesn’t encourage the client to buy.
If you change the statement and say “80% of my clients who have overdrafts have a revolving credit loan for those bigger capital purchases” it taps into a part of the brain that is looking for safety in numbers. Your listener thinks, “if so many clients do this, it must be the right thing to do”.
This is called provincial norming because people tend to adopt the behaviours of the people in “their province”, that is, people who are also your clients.