Commitment and consistency

Watch the video below to learn how an old lady, a napkin and $5 managed to keep mobster Joseph “Joe Bananas” Bonanno’’s son Bill from falling into a very bad habit. If you want your leads to convert, you won’t regret it…

One of the six decision-making shortcuts we use is going out of our way to be consistent with our past decisions. Not only is it more convenient to stick to a previously made decision, but doing anything else calls our earlier decision into question. If you bought an Audi last time, why wouldn’t you buy an Audi this time? Are you saying you weren’t right to buy the Audi the first time? People don’t want to think that they had wasted time or money on a bad decision. So they keep taking a particular course of action until your copywriter presents them with a compelling reason to change their mind.

If your copywriter can find out what previous decisions potential customers have made, they can make your call to action appear consistent with those earlier decisions. When presented as consistent with previous decisions, it’s easier for a prospect to take action.

There is another way to use consistency in your copy and that’s with gaining micro-commitments through your advertising. Micro-commitments are things like engaging with your social media posts or signing up for your email marketing. Multiple little commitments to your business made by leads add up to a big connection with your business. Even a single micro-commitment by a lead makes you a more likely choice when a potential customer needs products or services like the ones your business delivers. Consider that when adding calls to action into your copy — not every call to action needs to be a whopper.