When I was a teenager growing-up on the Jersey Shore in the late 80’s, I’m embarrassed to admit, life was all about three things:
- Weight training and “getting jacked”
- Baby oil mixed with iodine for the perfect tan
- Amping-up my car stereo for the loudest, deepest bass possible
Ridiculous. I know. All of it.
I can’t even tell you how much money I spent on speakers, subwoofers, and amplifiers to have a “thumpin’ stereo”. It embarrasses me to even say it out loud.
Especially since, now, as a “mature adult”… when kids drive up next to me with their radio amped-up and blaring, I shake my head and think, “Was I that friggin’ annoying?”
I’m sure I was.
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Don’t get me wrong, I still love my music loud. Just no longer with an additional amplifier.
Instead, today, I focus on a different type of amplification. Actually, several types.
One of which I call — Consequence Amplification.
I use it in two ways.
One, to motivate myself to produce. And, two, to motivate prospects to buy. In both instances, it’s quite effective.
For myself — when I’m feeling resistance on a particular task — I amplify the consequences in my mind of further procrastination. I think about what horribly negative stuff will happen if I don’t take action. And, I think about all the positive goodness I’ll miss out on if I continue to put off doing the task.
My aim? To get myself worked-up enough to spur me to action. Usually it works.
For prospects, I use Consequence Amplification to increase sales conversions and response. I use it at the end of a funnel or marketing message. Usually, around the call to action.
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Instead of simply ending with a statement of benefit or a promise, I’ll often end a marketing message or funnel by amplifying the dimensionalized consequences for the prospect of not solving their problem.
In other words, I’ll paint a vivid three-dimensional picture for them, as a reminder, of what they’ll continue to suffer if they don’t take the right action today to solve their problem.
I’ll remind them of what they’ve been dealing with. And of where their current path is leading them.
I amplify the consequences of inaction or wrong action… so they clearly see the cost of not taking advantage of my offer.
If I was marketing some type of back pain solution, I might say something along the lines of:
“Look: There’s no need for you to continue to suffer: waking-up in the morning stiff, in pain, having to get slowly out of bed, unsure of how much discomfort you’re going to feel the moment your feet touch the floor. There’s no reason you have to continue to pop pain pills… damaging your liver… simply masking the underlying problem you know is waiting to rear its ugly head again. And there’s no reason for you to continue missing out on life, having to pass up on activities with friends and family, because you’re still suffering with back pain. Not when your back pain can be permanently alleviated by ordering…”
See how that works?
Amplify the consequences. And do it vividly with dimension.
Today, both uses of Consequence Amplification serve me well.
With yourself, you’ll find it helps to eliminate or decrease procrastination. With prospects, you’ll find it boosts conversions and overall response rates.
And, of course, neither uses require pumping iron, getting oiled-up, or blasting old-school house music. Thank goodness for that!
It’s your turn! Do you need to tell yourself about consequences to keep from procrastinating? How do/could you use consequences to boost your conversions? Please share in the comments below!
