From: alexhormozi
The consistency effect is a powerful persuasion tool that leverages human nature to judge individuals based on their actions [00:03:07]. It is considered one of the highest leveraged skills in the world [00:00:05]. Robert Cialdini’s research on persuasion, accessible through his book Influence, highlights this principle [00:00:11].
How Consistency is Used in Persuasion
The principle of consistency involves asking someone to publicly commit to an idea or action [00:03:10]. This public commitment can be made directly to you or widely to the world [00:03:13]. The strategy is to remind individuals of their prior commitments, encouraging them to be consistent with those commitments in future actions [00:03:33].
For example, asking someone if they are the “type of person who takes action and is willing to invest in themselves” [00:03:16] can set a precedent. If they affirm this, you can later frame an offer by reminding them of their self-identification, stating, “since you’re the type of person who’s really willing to take action and really likes to invest in themselves, I think this would be perfect for you” [00:03:22].
Research Study on Consistency
A notable research study demonstrated this effect:
- Initially, residents in a neighborhood were asked to place a massive “Please Drive Slowly” sign on their front yards [00:03:42]. Most did not comply with this large request [00:03:47].
- In contrast, when a different group was first asked to put a tiny, note-card-sized “Please Drive Slowly” sign in their window [00:03:49], and then two weeks later received a letter asking if they would place a much larger sign because they were “pro-safety for the neighborhood” [00:03:54], significantly more people agreed [00:04:04].
- This success was attributed to people voluntarily identifying as a certain type of person and the researchers getting them to remain consistent with that initial commitment [00:04:08].
The takeaway from this study is that to “get the big yes, sometimes you get the small yes first” [00:04:14].
Application in Business
This principle is effectively applied in business through:
- Lead Magnets: Offering free or low-cost initial items (like free gum in a classroom [00:02:54], or a tiny sign in a window [00:03:49]) helps to secure a small “yes” [00:04:17].
- Front-End Offers: These small commitments pave the way for customers to ultimately make a much larger purchase later, as they align with their previously established consistent behavior [00:04:19].