Have you ever had a goal that you really wanted to complete? Let’s say the goal is to do 10,000 steps a day through the dreary winter months. What would you do to stay true to your goal? Would you make a statement in the tearoom at work to your colleagues? Would you post it on your social media?
I’m not sure about you, but if I want to achieve something, I make my intentions public.
What are Commitment and Consistency?
Did you know that when we state a goal publicly, we’re more likely to complete it? This is the basis of the principle of persuasion number two, Commitment and Consistency. Human beings like to appear committed and consistent with the statements they make and the actions they take.
I can relate to this through my own experience. I recently created a gardening page. I invited all my friends to like my page. Did everyone like the page? No. But those that did, made a public commitment as a follower of my page.
Once we have our customers, audience, followers or whatever they may be through the front door, they have made a commitment to us, and there is now an unspoken need for the person to be consistent or if you like, true to the action they have publicly stated.
The formula for Commitment and Consistency consists of three statements that are:
- Voluntary
- Public
- Active
Instances of Commitment and Consistency
Like it or not, if you exist in the world, you’ve probably been subjected to this principle of persuasion.
We as human beings have a strong desire to be consistent. We are innately protective of our self-image because what we think about ourselves affects how we feel about ourselves. By showing the world we are true to our word, we are proving that we are sincere about the things we say and do.
Years ago, I took my girls to a Suncorp Super Netball League game. Vixens v’s Magpies. We didn’t barrack for either team, we were there because they played netball, and I wanted to show them how the game was played at a professional level.
Before we saw the game there was of course a room full of merchandise, which we just had to have. When I asked them which team, they went with Vixens as they preferred their colours. As soon as we entered the arena, we saw a sea of loyal supporters and they quickly felt the need to wear their Vixens shirts. They were now one-eyed, die-hard Vixen supporters.
Now each season, we watch and barrack for the Vixens. I didn’t sway my girls either way, but based on the colour preference, they chose the Vixens, purchased shirts and immediately became supporters.
Applying the formula mentioned earlier, my girls made a voluntary decision to purchase a Vixens shirt. In a public space they put their shirts on. They now had to actively uphold their choice and prove to themselves and those around them that they remain consistent with their initial action.
It does my head in how powerful this principle is! When we make a choice, there is an unspoken law to be committed to it. On the flip side, once a choice is made, all further information usually won’t change your mind as you’re committed to what you’ve already decided on.
How you can use Consistency and Commitment in your marketing strategy.
Have you ever written a review for a business in the hope of winning stuff? I have. It turns out that just by writing positive words, we’ll end up liking the brand/service/product more than what we did before we wrote the review because we’ve made a voluntary, active and public commitment.
By encouraging your audience to make public statements you can nurture both a committed customer base and a positive reputation. Here are some simple ways to do this, and no doubt you may have participated in some of these already:
- Run a competition asking customers to share what they love about your business.
- Offer a discount to existing customers when they recommend your business to their friends.
- Post photos of happy customers. (Make sure you get their approval first!)
If you would like to learn more about ways you can use this principle in your marketing strategy, we’d love to help you. Reach out to us today and let us help you achieve your goals.