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The Power of Commitment & Consistency | Marketing Shots

This psychology principle can help you persuade people better.

March 12, 2024

Hello, awesome marketers and founders.

This is Luv, and here’s your weekly Marketing Shot :)

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Check out this psychology principle that can help you persuade people better. It's called Commitment & Consistency (reference: The Psychology of Persuasion), and it's like a secret sauce for convincing people. This principle is all about making people stick to their promises and be consistent in their actions.

Basically, the principle suggests that when someone commits to something, they're more likely to stick to it and act in a way that's consistent with that commitment. It's like they've made a mental contract that they feel they need to honour.

Once you get the hang of this principle, you can influence people like a pro in your marketing strategies!

Assume you're scrolling through your favourite online content website, and they offer you a free trial of their premium subscription service. You're curious, so you click the button and sign up for the trial, committing to trying it out for 30 days.

Here's where the magic happens – by simply committing to the free trial, you've already taken the first step toward becoming a paying customer. And once those 30 days are up, you're more likely to stick with the subscription because you've already committed to it.

But it's not just about free trials. Brands can use the Commitment & Consistency principle to influence consumer behaviour. For example, asking customers to sign a petition or pledge to support a cause can increase their likelihood of taking further action in alignment with that commitment. Similarly, getting customers to make small initial purchases can lead to larger purchases as they strive to remain consistent with their past actions.

So, what's the key takeaway here for marketers?

Encourage customers to take small, initial actions that align with your desired outcome. Once they've made that commitment, they're more likely to follow through with further actions in line with their initial commitment.

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That's a wrap for today! Stay tuned for more insights in the next MarketingShot. See you next Tuesday 🙂 

Thanks,