But I’ve already spent…

Have you ever waited in line knowing it wasn’t the fastest but didn’t move out of fear of joining a slower one?

Or made a purchase, and after buying it, you knew it wasn’t the right choice but didn’t return it because you were already invested?

This is known as the sunk cost fallacy, the belief that losing our time or money outweighs the benefits of changing course.

Why do I bring this up?

For marketers, our goal is rarely the final sale. Most often, we’re looking to get a customer to invest a bit of their time or money, slowly moving them into a position where they’ll have no other choice but to continue down the path they’re already on.