Ever go to a high school dance where the floor is totally empty? No one wants to be the first to step out, even if the DJ is spinning great, foot-stomping music. It’s awkward. But then—finally—a couple bravely makes their way to the center, maybe nudged by a chaperone. And just like that, the floodgates open. More couples follow, and suddenly, the floor is alive. That’s the power of priming in action.
Priming is a psychological technique where a stimulus subtly influences future behavior. In the case of the dance, the first couple “broke the seal,” making it socially acceptable for others to follow. This subtle nudge helps overcome the inertia of inaction—and it’s a powerful tool in business.
Casinos know this well. They use Proposition or Shill players—individuals paid to play at empty tables. Imagine a gambler walking into a casino and seeing an empty poker table. Most would walk right by. But if that same table has a player or two already in the game—even if some of them work for the house—it feels safe, alive, and more appealing. The result? New players sit down, the action begins, and the casino earns money.
This technique isn’t limited to entertainment venues. I often give presentations for SCORE and the Small Business Development Center (SBDC), where I open the floor for questions. Usually, there’s a long, uncomfortable silence before anyone speaks up. People are hesitant to be “first.” To overcome this, I sometimes coordinate with a co-presenter or host to ask a planned “first question.” Once that barrier is broken, hands go up and the conversation flows.
Priming is powerful because humans are social creatures. We look for cues from others to guide our actions. When others act, it gives us social permission to act as well.
How to Use Priming in Your Business
So, how can you take advantage of priming in your business? Here are a few ways:
Product Launches: Consider offering a product to a few early adopters for free or at a discount in exchange for testimonials or reviews. Seeing others interact with your product helps new customers feel safe joining in.
Events and Webinars: Use team members or friendly participants to ask the first question or share early in a discussion. This will reduce hesitation and foster engagement.
Social Media Engagement: Seed your posts with a few early likes and comments—either from your team or loyal fans. New viewers will be more likely to engage when they see others have already.
Online Courses or Forums: Encourage early users to post in discussion threads or complete initial assignments. This primes later users to participate, making your platform look active and useful.
Sales and Testimonials: Feature customer quotes or highlight how many people have already purchased a product. This primes others to feel more confident in their decision.
Restaurant Seating: Ever notice how hosts sometimes seat diners near the window or near others, even when the restaurant is mostly empty? It makes the space feel more inviting. That’s priming.
In each of these cases, the goal is the same: reduce the perceived risk of being first. Once the first step is taken—whether it’s a question, a purchase, a sign-up, or a dance move—others are far more likely to follow.
Priming isn’t manipulation; it’s encouragement. It helps break the ice in situations where hesitation might prevent people from experiencing something valuable. And when done with integrity, it can create a smoother, more engaging experience for your customers, attendees, or community members.
So, the next time you’re launching something new, hosting an event, or trying to boost engagement—ask yourself, “How can I prime the pump?”
You might be surprised how fast the dance floor fills.
How could you use priming in your business to encourage customer engagement or action?
