Doubling Down on an Investment – Rule #2
This is the second in a series devoted to the concept of psychological triggers in human behavior that lead to predictable outcomes – with a high likelihood of converting prospects to ‘yes.’
Try them when writing your own Words That Sell.
Today’s trigger is “Doubling Down”
Humans have a nearly obsessive desire to be (and to appear) consistent with what they have already done. Once we make a choice, we feel an internal pressure to justify our decision – and sometimes spend more money.
For instance, say you send a sales letter to a few prospects with a link to your website where they can buy your product. Some buy.
What you can then do is immediately send out a follow-up letter to everybody who invested offering an additional related service. The behavioral trigger kicks in. The commitment generates its own support. Some of the people who committed to your original product invest in the upsell. Some don’t. But you probably will make more money.
Previous Persuasion Pillar
1. Take and Give