A Basic Arts Subject Line and the Principle of Consistency

In this issue you’ll see:

• How Basic Arts got the open by challenging my commitment

• Why commitment bias is so freakin’ powerful for driving action

• How you can leverage the principle of consistency in your copy

Let’s dig in.

THE BREAKDOWN

The click-worthy subject line from Basic Arts.

I felt personally attacked by this Basic Arts subject line (and I loved it):

Subject line: You aren’t really trying to grow, and I can prove it

Preview: You aren’t really trying to grow, and I can prove it.

Let’s start with what I might test:

The preview copy is identical to the subject line. (Maybe this is a quirk of the publishing platform Basic Arts is using?) If possible, I’d want to test preview copy that builds on the curiosity the subject line creates.

Now, on to what’s working (which is all of it, really):

1) The subject line leads with “you.” 

As previously discussed here, the self-reference effect is a powerful tool you can leverage in your copy to make it more memorable and easy to recall. And “you” is one of the ultimate signals to your reader that the following information is relevant to them.

2) The subject line teases the promise of proof.

Proof by itself is already a powerful persuasive force…

But the promise of proof that I’m not consistent with my commitments?

Damn.

How could I not open this email? 🥵

3) The subject line uses a negative frame.

Basic Arts is all about helping founders gain a competitive edge with strategy to drive business growth. As a founder, this subject line hit a nerve because it’s challenging my consistency.

Eliciting that strong emotional reaction is the whole point of using a negative frame. Negative frames are a tool you can use to trigger:

• Negativity bias—the cognitive bias where we perceive negative information as having a greater impact than positive or neutral information. (This is an interesting study on the topic.)

• Loss aversion—the cognitive bias that shows that we’re more interested in avoiding pain than acquiring gains of equivalent size.

What’s cool about this subject line is how the negative frame is softened by “really.” If you remove “really,” the tone changes—it’s more on the nose, direct and accusatory. But “really” makes the subject line sound more conversational.

THE PSYCHOLOGY

Are you really committed to your commitments?

Every word in this subject line works together to challenge the reader’s pre-existing commitment to growth, which triggers their consistency bias.

The consistency bias is where we’re more likely to take actions that align with our past commitments and behaviors to keep our self-image—i.e. how we perceive ourselves—consistent. This helps us avoid the uncomfortable feelings of cognitive dissonance.

Studies (including here and here) show that the consistency bias influences our actions. This bias also influences how we perceive and support others (this study is interesting—especially if you follow politics).

By questioning my commitment, this subject line challenges my consistency. As a result, it catches my attention and piques my curiosity. I had to open this email to tame my curiosity.

THE ACTIONABLE TIP

Connect the reader’s commitment to your offer.

Here’s the key strategy you should swipe for your copy:

Make a clear connection between the offer you’re selling—whether it’s a click or an actual product—and your reader’s pre-existing values and commitments.

To do this, you need to understand what makes your readers tick.

With Basic Arts, Alex knows that founders typically lead the charge on growth. So challenging that commitment, and with it, the reader’s consistency with their values? It’s a smart move that effectively sells the click.

PS. Founders in the room, check out Alex’s book “No Bullsh*t Strategy: A Founder’s Guide to Gaining Competitive Advantage with a Strategy That Actually Works”—it’s a quick read and highly tactical. (Unlike most strategy books on the market.)