# Manufacturing Popularity: Engineer Demand Before You Have It

By Justin Novak · https://www.tminus.ventures/playbook/manufacturing-popularity

Sales is easy when you're an established name brand. But what about fledgling startups with minimal track record? Red Bull didn't wait for people to discover them: they engineered demand, because perception is reality. If it looks like everyone has chosen you, others want in.

Red Bull's street teams used to stuff trash bins outside nightclubs with empty Red Bull cans. Why? Because perception = reality. If it looked like everyone was drinking Red Bull, others wanted in.

Want buzz before you have buyers? Create signals that look like demand. The crowd will follow.

## Why it works

Psychologist Robert Cialdini emphasizes the power of bandwagon behavior: since the vast majority of people are imitators rather than initiators, people are persuaded more by the actions of others than by any proof we can offer.

In other words, when a product appears popular (even artificially so), humans instinctively assume it's the correct choice. That is the social proof and herd effect behind the tactic.

## The data

An Amazon study found that adding a "Best Seller" badge increased product page views by 45% and lifted conversion rates by 3%.