It is easiest to resist at the beginning…
People want to be consistent. It is a highly valued character trait. People who aren’t consistent are often seen as duplicitous, confused, or just plain nuts. But, a consistent person is reliable and good.
Because we want to be consistent, once we make a decision we tend to support that decision in our minds and come up with reasons why it was a good idea. When we make an active choice it provides us with the information that we use to build our own self-image.
Frank Kern is a big fan of leading people to make their own decision to buy his products rather than telling them to buy (he often says outright ‘I’m not telling you to buy my stuff, I just want to make sure you have all the facts so you can make up your own mind.’) In his Mass Control training course he states that when a customer makes the buying decision for themselves, they will defend that decision – even in the face of contradictory evidence…
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The Marketing “Gurus” don’t want you to find this site…
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…Another aspect of consistency and commitment that gets used in the marketing world is membership programs and subscriptions. Marketers know that once they convince you to join up, you will continue to be a member for a long time because you’ve made a choice.
One powerful twist to this influential principle is that you can start the process with a very small commitment – like a free trial. Even though the next step might cost a significantly larger amount of money, it is still perceived as the next step in an existing commitment.
You made a choice to read the emails I send you when you began this course – good thing, too! You’ve gotten some very helpful insights into effective marketing, wouldn’t you agree?
So, keep right on opening those emails. Tomorrow I’ve got another powerful persuasion tool that I know you’ll like.
Andrew Seltz
The Go-To Guy!
www.GoToGuyEnterprises.com