Understand Your Buyer > How to Engage > The Law of Inaction

What is it?

The Law of Inaction describes the fact that even when you take no action or make no choice, you are in fact taking an action and making a choice – EVERYTHING has a consequence.

 

Why does it work?

It works because you can highlight the cost of inaction to your potential clients and make them aware of the “hidden choices” they are making by choosing to do nothing.

 

How can you use it?

Contextually in sales copy and conversation, it might look like this:

“Not becoming a member and going to the gym is fine and it’s your choice, but by choosing to not pursue health and weight loss you are choosing to be less healthy and to potentially put on weight – are you sure that’s what you want?”

This company actually shows in their pricing model what the cost of inaction looks like – genius!

 

See also

• The Consequence Effect
• The Comparison Effect

 

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