Here's how consistency of commitment affects negotiations and arguments. The moment your opponent states an opinion or position, it becomes emotionally locked in. It will be almost impossible to get him to change his mind. So, do everything you can to keep someone from stating an undesirable position.

Here's another amazing aspect of this influencer, simply stating a goal publicly greatly increases the odds that the goal will be achieved. Basically, we will work harder to achieve the goal knowing how bad we will look if we fail.

Here's how you should us this influencer in your marketing campaigns. Start off your prospects with small commitments that you can grow in size over time. Gradually, you will get them to the point where they will say they will hire you when certain conditions are met. Meet the conditions and they will hire you. In effect, their word becomes a subconscious contract.

Social Proof
We rely on what others think to determine what is correct. There is safety in numbers. If others are doing something, then it MUST be a good idea or at least safe. If others aren't doing something, then not doing that MUST be a good idea also. Once again, we are wired to follow the cues we see from those surrounding us.

Social proof is extremely important in your marketing campaigns. This is why testimonials work far more effectively than your own bragging. This is why word-of -mouth works best of all. Any time you fail to provide social proof, you leave an out for the lead.