Post Purchase PRO Podcast - Episode Four - The Slippery Slope Marketing Effect

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This is the post purchase pro podcast, episode four.

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Soon. you're buying something you didn't even know existed yesterday. Now, that's what I call a slippery slope effect.

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Welcome to episode four today. We're talking about the quote unquote, slippery slope.

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Now I'll give you my definition, Seth. We always talk about the slippery slope.

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And we're going to jump in today into details, and we're going to dissect the slippery slope.

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What it means for your business give you some real-life examples, most of both in personal life and in your business life.

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But my definition, off the cuff Seth is a slippery slope to me is a systematic step by step approach, design where one small and simple, little step makes the next necessary step easy to start.

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And each subsequence step becomes easier to start and hopefully finish.

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How do you define your slippery slope surf?

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Yeah, I thought, I love this concept because, if you can, get this in your head.

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If you can think about falling down a slope or your customers falling into a slope that slippery, and think about making each step simple, so, it's easy for them to get, kind of, into our, into our falling motion, then you can sure do a lot better in your marketing. You get a lot better results.

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So, I define a slippery slope as a process of events that are easy for a customer to take, and gets them more and more invested in, completing that process as they go along.

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So if you can get them to step over a small hurdle and another small hurdle, and another small hurdle in the buying process, you'll get them a lot further along.

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Then if you just stacked all your, Your processes up into one big hurdle, because if they if they get to a page or if they they get to a step in your marketing and it's difficult or there's a lot of stuff to do, a lot of times a customer would have stop, right, John?

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Yeah, Exactly. You know, in the psychological word world, rather, I think you've also read the book, The Child Leni, book, about the psychology of influence and whatnot. I think there are 2 3 iterations of that, but, you know, in psychology and psychological sales systems, we always refer to this as commitment and consistency.

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And, you know, it's funny to me that once a buyer, or, you know, whether it's in a sales environment or a personal environment, what someone makes, a commitment to do something, or act on something, or accept something, It seems that we, as humans, once we make that commitment, will go to almost any length to not only prove to ourselves that we made the right decision, but also prove to those around us, because we just don't want to look like food. So, how many times says, can you think of you've seen a cousin, or an uncle, or, or a friend in school?

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Get exposed to some kind of scam, or some con artist, got into him.

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And I seen it over and over as I was growing up, to where, you know, once this con man would get you to spend a little bit of money, then, you know, you're looking at this from the outside, and you're saying, Gosh, Charlie, why or how could you be so stupid? Why do you just keep giving this guy money?

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And what happens is, in Charlie's mine, who's a fictitious person, once I've committed and made that initial investment, I will go to almost any length to prove to myself, make myself, feel, better, make those around me, look at me as I made the right decision. And even if that means throwing bad money after bad money. How many times have you seen this happen?

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And the person, the victim will always think to themselves, well, if I just stay close to this person at some point, I may have the opportunity to get even or get my money back. We see it in an in