I’ve been trying to shed a few pounds for quite some time. I’ve tried countless crash diets so many times in the past and I’ve fallen off the wagon as many times.
This time, I did something different. I told everyone I knew that I'm on a diet and on my way to 10% body fat (one can hope!).
It’s Day 45 now and I’m still holding the streak. I’ve lost 15lbs, just in case you’re curious.
What made this time different?
There’s a natural compulsion for humans to act consistently and committed to one’s values. As we evolved, consistency became a desirable social trait, sending signals to the rest of the clan that we are stable, dependable, and trustworthy.
People are more likely to follow through with a decision if they feel that it is consistent with their previous actions or beliefs.
I could go on and on about this but the guys at Psychology Today did a better job than I ever could. Let’s skip to the marketing bits.
How to use it
We use the consistency and commitment principle to encourage customers to make a purchase by making a far simpler ask first.
If you can get someone to make a small commitment to your brand, they are more likely to feel less resistance when they eventually purchase from you. For example, asking your shoppers to sign up for a newsletter or taking a survey, which can then lead to larger commitments… like making a purchase.
Example
Finn uses the foot-in-the-door technique by asking subscribers to sign up for a free consultation. Once shoppers are done with the session, they acknowledge that their pets need some supplements.
When the brand sends the next email based on the zero-party data collected from the consultation–the shoppers are met with little internal resistance when making the purchase.
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