The consistency principle, our innate desire to align our actions with our previous commitments, can be powerfully amplified through pre-suasion. This concept, popularized by Robert Cialdini, involves arranging for recipients to be receptive to a message before they encounter it. In lead generation, this means subtly preparing leads for future interactions and setting expectations for consistent engagement.
Before a lead even opts in, your email marketing engineer phone number list should subtly "pre-suade" them for what's to come. This could be in your social media bios, website copy, or even the language on your lead magnet landing page. For example, instead of just "Download our guide," you might say, "Download our guide and embark on a journey to [desired outcome] with our weekly insights."
Once they opt in, your welcome sequence (a crucial "peak" from the peak-end rule) should explicitly state the frequency and type of content they can expect. "You'll receive valuable tips every Tuesday," or "Expect a monthly deep-dive into [topic]." This sets a consistent expectation.
By subtly preparing leads for ongoing, consistent value and clearly communicating what they can expect, you leverage both pre-suasion and the consistency principle. Leads are more likely to open and engage with subsequent emails because they've already been "pre-sold" on the idea of consistent value and are inclined to follow through on the implied agreement of receiving that value. This leads to higher engagement rates throughout the nurturing process and, ultimately, more qualified leads.