2 builders who never spoke to each other

Attach a reason to every ask you make

Compliance rises sharply when a request arrives with a stated reason attached, and the reason does not have to be a strong one. Say what the money or the action is actually for, including when the honest answer is that it signals confidence in the direction rather than buying anyone a discount.

The method

1. 01

   Never make an ask without attaching a reason to it, since even a thin justification lifts compliance sharply.

2. 02

   Pitch prepayment as a vote of confidence in the direction rather than as a discount, and say that out loud in the copy.

What it returned

• 33%

  A Harvard study found compliance rose 33% when the request included the word because. Bourgoin's point is that the specific word is optional, the reason is not.

• Hillman told members the single biggest benefit of prepaying was the signal it sent that they thought the expansion was the right call.

Sources

• Hindsight Bias - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Service providers Give a reason why people should buy · undated
• Not a Joke: Indy Hall v3.0 - The Future of Indy HallAlex Hillman · dangerouslyawesome.com · Financing · 2012-04-01