The Law of Inaction

Understand Your Buyer > How To Engage > The Law of Inaction

What is it?

The Law of Inaction describes the fact that even when you take no action or make no choice, you are in fact taking an action and making a choice – EVERYTHING has a consequence.

Why does it work?

It works because you can highlight the cost of inaction to your potential clients and make them aware of the “hidden choices” they are making by choosing to do nothing.



How can you use it?

Contextually in sales copy and conversation, it might look like this:

“Not becoming a member and going to the gym is fine and it’s your choice, but by choosing to not pursue health and weight loss you are choosing to be less healthy and to potentially put on weight – are you sure that’s what you want?”


Like this kind of stuff? Want more?

Buy the book!


84 ways to reach, engage and convert people to buy using psychology, science and common sense.

In the book we cover:

 How people work – 18 factors that affect client behaviour.

✅ Selling Communication Basics – 12 ways to communicate more clearly.

✅ How to get attention – 18 ways to stand out and be noticed.

✅ How to engage – 27 ways to engage potential buyers.

✅ How to convert – 10 ways to convert prospects to buyers.

Everything in the book works and is backed by psychology, science, common sense and my own testing.

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