What is it?
Imagine you’re standing at the edge of a pool, dipping your toe in the water. You’re not quite ready to jump in, but that small touch, that tiny commitment to the water, makes the idea of diving in a little less daunting. That’s the essence of leveraging consistency and commitment in marketing.
Leveraging consistency and commitment is about getting your audience to take a small, non-threatening step in the direction you want them to go. It’s about engaging them in a way that feels natural and unforced, so they’re more likely to continue down the path you’ve laid out for them.
Why is it Important?
Humans have a natural desire to be consistent with their actions. Once we’ve committed to something, even in a small way, we’re more likely to continue in that direction. It’s a psychological principle that’s been well-studied and well-documented.
Think about a time when you’ve signed a petition for a cause you believe in. That small act of putting your name on a piece of paper makes you more likely to donate money, attend a rally, or take other, larger actions in support of that cause.
How to do it?
Use visuals that support your message: The visuals should not be there just for the sake of being there. They should support your message and make it clearer and more impactful.
- Start Small: Ask your audience for a small commitment that aligns with their values and interests. It could be as simple as liking a post, signing up for a newsletter, or sharing a piece of content.
- Build Momentum: Once they’ve taken that first step, make it easy for them to take the next one. Provide clear, compelling calls to action that guide them along the path you want them to follow.
- Reinforce Their Commitment: Acknowledge and celebrate their engagement. Thank them for their like, comment, or share. Make them feel valued and appreciated.
- Provide Value: Ensure that each step in the process provides value and aligns with their interests and needs. If they feel like they’re getting something meaningful out of the engagement, they’re more likely to continue.
Real-world examples:
Social media challenges often ask participants to perform a small, fun task and then nominate others to do the same. These challenges are used to raise awareness and funds for charitable causes.
The ALS Ice Bucket Challenge is a famous example of this principle in action. Participants were asked to dump a bucket of ice water over their heads, share the video on social media, and then nominate others to do the same. The small commitment of participating in a fun challenge led to widespread engagement, with many participants also making donations to ALS research. The challenge raised over $220 million for the ALS Association, illustrating how a small, initial commitment can lead to significant action.
