Stick to the Bit: How Small Businesses Can Capitalize On Commitment
Picture this: two small businesses — let’s choose fitness coaches — launch identical 12-week “Get Summer Ready” programs on the same day. Coach A — let’s call him Andy — signs up clients with a simple “click to join” button and sees a 40% completion rate. Coach B — let’s call her Jenny — requires clients to write down their specific goals, share why this program matters to them, and post their commitment publicly in a Facebook group. Her completion rate? 87%.
(These are fake numbers but just wait, I have a point…)
What made the difference? Jenny got her clients to commit to the bit. In other words, she leveraged the psychology of commitment!
Robert Cialdini’s research in The Psychology of Persuasion shows us that once people commit to something, especially in writing or publicly, they feel like they have to follow through. Small businesses can use this insight to transform casual browsers into devoted customers, and one-time buyers into lifelong advocates.
What’s great about this is that small businesses have the one-up on big corporations — because you can actually build personal relationships, have real conversations, and create intimate experiences that make commitment feel authentic rather than manipulative.
So let’s explore exactly how small businesses can harness the commitment principle to boost customer loyalty, increase sales, and build a brand that people genuinely want to support—whether you’re selling services or products.
Understanding the Commitment Principle
According to Cialdini and numerous studies, people really want to be and look consistent about what they say, believe, and do. Why? Well, one reason is because society values consistency. But also because being consistent is like a shortcut for us.
Amidst all the things our brain has to do in a day — by which I mean work, play, exercise, doomscrolling, deciding between cooking or take-out — being consistent gives our brain one less thing to process.
And when I say “commitment”, I’m not talking New Year’s Resolutions, which many people tend to not keep up with. When someone else asks you to do something, and you agree — whether in writing or verbally — they don’t even have to hold you to it. Because the psychology of commitment will persuade you to stick to the bit yourself.
What’s more, if they get you to start with small commitments — like a $2 donation to a charity — it can snowball into larger actions — like donating monthly, or going door-to-door to campaign for this charity yourself.
So how can small businesses use this to their advantage?
The Small Business Advantage
While any person can ask another to commit to something, it’s a lot easier to do so when there’s a personal relationship established. It’s why I feel more loyalty to my favourite braider than I do Jeff Bezos. Sure, I shop on Amazon more than I care to admit, but Bezos doesn’t known my name or ask what’s happened since we last saw each other, let alone care about my scalp.
I’ll give you another example. Consider the difference between signing up for a massive online course with thousands of students versus joining a small mastermind group where the leader knows your name and your specific challenges. The psychological weight of letting down someone who knows you personally is a lot higher than disappointing a faceless corporation.
Because personal relationships will always trump transactional ones, and small businesses have it so much easier to achieve this. So try to create a personal brand that strengthens your requests for commitment.
How can you do that?
Foster intimacy and trust.
For example, a personal consultation call where you really listen to someone’s challenges creates so much more commitment than a generic sales page. When a potential client spends 30 minutes telling you about their business struggles, they’ve already begun the commitment process by investing time and emotional energy.
This intimacy allows you to tailor commitment requests to each person. Instead of asking everyone to “sign up for our newsletter,” you can say, “Based on what you’ve shared about your email marketing challenges, I think our weekly tips would be perfect for you. Would you like me to send you our guide on subject lines that convert?” The personalized approach makes the commitment feel valuable rather than burdensome.
On top of that, you’ve got trust, which is the foundation of all meaningful commitment— and small businesses have the upper hand in building trust quickly. When customers can see your face, hear your story, and connect with your values, they’re more likely to commit because they feel they know who they’re committing to.
And when a customer commits to someone they trust, they’re more likely to follow through even when things get challenging. They’ll complete that course, implement that strategy, or use that product consistently because they don’t want to let down someone they genuinely like and respect.
Commitment Strategies You Can Use
For Service-Based Small Businesses
Get clients to tell you their specific goals and challenges
When someone says “I want more website traffic,” they’re making a vague statement. When they write down “I want to increase my website traffic by 50% in the next 90 days so I can generate 20 more qualified leads per month,” they’ve made a specific commitment with a measurable outcome. So, use intake forms that ask S.M.A.R.T. questions like: “What does success look like for you in six months?” and “What happens if you don’t solve this problem?” because it’ll get clients to psychologically prepare themselves to commit to the work required. I have a one-question survey that automatically appears for prospects that fill out my contact form, and many of the respondents ended up becoming my client or seriously considered hiring me!
Get clients to commit to change on the discovery call
End every discovery call by asking them to summarize what they’ve learned about their situation and what they’re willing to do differently. This verbal commitment primes them for the larger commitment of hiring you. If you wanted to, you could even require them to do a brief assessment or prep work before your discovery call. When someone takes the time to do this, they’re showing their commitment to finding a solution, which makes them more likely to value your time and take your recommendations seriously.
Hold your client to their commitments in contracts and agreements
Your contract doesn’t just have to be legal protection. You can include sections that outline client responsibilities, like providing feedback after all the work has been completed and delivered, doing their homework before the onboarding phase is over, or attending weekly check-ins. By requiring them to sign their name on the dotted line, they’re committing to being an active participant in their own success. You can also create milestone agreements where clients commit to specific actions at each phase of the project. For example, a web designer might require clients to approve wireframes before moving to design, and approve design before development begins. Each approval is a small commitment that builds toward the larger commitment of launching their new site.
Create milestone celebrations that reinforce commitment
I love making everything a party, and your clients will appreciate if you do too! So, celebrate every commitment your clients make, not just the final results. When a client completes their brand questionnaire, sends you their content, or acts on your recommendation, acknowledge it! This kind of positive reinforcement makes them want to continue committing to the process. Gamification was the buzzword for the past few years, and you can integrate this into your process by making a “commitment calendar” where clients can track their progress toward their goals. Each completed action becomes a visible reminder of their investment in the process. To gamify it, you can create certificates or badges for completed milestones like finishing their homework, leaving a testimonial, or referring you to a new client!
For Product-Based Small Businesses
Pre-orders and limited releases
When people commit to buying something before it exists, they’re saying that they trust your brand and want your product. This commitment makes them more likely to be satisfied with their purchase and less likely to return it. And instead of fake countdown timers to leverage scarcity, offer genuine limited editions where customers have to commit to purchasing before you begin production. This works really well for handmade products, seasonal items, or products with a lot of customization options.
UGC campaigns
You can make your customers active participants in your brand’s story by incentivizing them to create their own content with your product. Of course, a lot of brands have leaned into influencer marketing and paying creators for their UGC, but you can also ask your customers to do this to! Offer them discounts off future orders so they keep coming back for more, and feature them on your website and socials — they’ll love seeing themselves, and feel more connected to your brand.
Loyalty programs
Traditional loyalty programs reward purchases, but commitment-based loyalty programs reward ✨engagement✨. Instead of just earning points for buying, customers can earn rewards for reviewing products, sharing on social media, or referring friends. This active participation creates stronger emotional investment in your brand. You can create tiers like unlocking “VIP” status after completing a brand quiz, following your social media accounts, or making three purchases. Each action is a small commitment that builds toward larger brand loyalty.
Product customization and personalization
When we personalize or customize products, we’re investing time and creative energy in creating something that’s uniquely ours. This psychological investment makes us more satisfied with our purchase and less likely to return it. So offer customization options that require customers to make choices and show their preferences. This could be through colours, monograms, or other specific features. The more choices customers make, the more invested they become in the final product.
Community building around shared values
Community is the latest buzzword in the marketing world, and for good reason. You can create communities (OOP! There it is again!) where customers can commit to shared values or goals related to your products. A sustainable clothing brand might create a community around slow fashion principles. A fitness equipment company might build a community around health and wellness goals. These communities work because they allow us to make public commitments to values we care about. When someone joins your “sustainability pledge” or “30-day fitness challenge,” they’re committing not just to your products, but to a lifestyle that your brand represents.
(So yes, I’m on my 2nd run of 75-medium… but I’ve gotten a lot farther than other exercise fads I’ve tried in the past! You know why? Because I committed to the trends out loud, with my friends, AND ON TIKTOK. I couldn’t possible bow out now, I don’t wanna look like a fool 🫣.)
Subscription models
I’m sure you’ve heard “Join my Patreon” or “Community members get more” or something along those lines. Subscriptions work because they’re built on commitment. You can go the extra mile and create subscription experiences that require ongoing engagement and investment from your people. Consider subscription boxes that require customers to complete profiles, rate products, or participate in exclusive events. When subscribers actively participate in shaping their experience, they’re more committed to continuing their subscription. They’ve invested time and attention in addition to money.
Other Tactics For Small Businesses
Email opt-ins that require active choices
One thing I ask new subscribers in my opt-in form is to choose what type of content they want to receive, how often they want to hear from me, and what goals they’re trying to achieve. This active choice-making creates stronger commitment than passive list-building. So create email sequences that get your subscribers to interact. Send a welcome email that asks new subscribers to reply with their biggest challenge or goal. This simple action creates a personal connection and makes subscribers more likely to engage with future emails. They’ve invested time in starting a conversation with you!
Goal-setting tools and trackers
Digital tools that help people set and track progress toward goals create ongoing commitment. When someone uses your app to log their workouts, track their spending, or monitor their business metrics, they’re making daily recommitments to their goals and your platform. So make goal-setting social by allowing users to share their progress or find accountability partners within your platform. When goals are public, the commitment becomes stronger because users don’t want to let down their supporters or appear to give up. Hence the very reason why I haven’t completely given up on 75 hard!
Public commitment posts and user stories
Encourage people to share their commitments on social media! That could be announcing their decision to use your product, sharing their goals, or documenting their journey. Public commitments are a lot more powerful than private ones because they involve reputation and social accountability. Again, the very reason why I’m continuing 75 hard, even though my sweet tooth is scary strong.
Implementation Without Manipulation
Knowing that commitment is a strong psychological principle, you don’t want to be sceevy and use this against people. Again, small businesses have the upper hand here compared to billionaire brands, so don’t be a capitalist pig.
Ask yourself if the thing you’re trying to get people to commit to is for their benefit, or for yours
If it’s the former, great! If it’s the latter, fix up.
People should feel like they’re taking control of their situation and making progress toward their goals. Manipulative commitment feels coercive or pressured. If people feel trapped or regretful about their commitments, you’ve pushed too hard.
Frame commitments as opportunities for growth rather than obligations
Instead of saying “You must complete this homework,” try “This exercise will help you clarify your goals so we can create better results together.” The commitment becomes a tool for their success rather than a requirement for your convenience. Always provide clear value in exchange for commitment. When you ask customers to invest time, energy, or attention, make sure they get something valuable in return. This could be personalized advice, exclusive content, or access to a community. The value should be proportional to the commitment you’re asking of them.
Pay attention to their feedback and behaviour
If you’re getting complaints about pressure, high refund rates, or customers who seem disengaged after committing, you may be pushing too hard. You want them to be engaged and satisfied, not reluctant or resentful. So watch for patterns in your own behaviour. Are you focusing more on getting commitments than on helping customers succeed? Are you celebrating commitment rates more than customer success rates?
Don’t forget to recognize and celebrate your people for following through on their commitments!
You could send automated emails, a personal thank you card, a gift box—whatever makes them feel appreciated for their commitments.
Wrapping it Up
The commitment principle isn’t about tricking people into buying from you. It’s about creating deeper, more meaningful relationships with people who genuinely want to succeed with your help. When someone actively commits to working with you, they’re not just buying a product or service—they’re investing in their own transformation.
The most successful small businesses know that a committed customer is worth their weight in gold. Committed customers complete programs, leave better reviews, refer more people, and come back for additional services. They become your biggest brand fans because they’ve invested not just money, but emotional energy into your success.
The build up of small commitments over time is INSANE. A customer who commits to your email newsletter becomes someone who commits to your product launch, who then commits to your premium service, who eventually commits to referring their friends. It’s like the butterfly effect: each commitment builds on the last, creating a foundation of loyalty that no competitor can easily shake.
So start small, be genuine, and always deliver on the value you promise.
