“I want it, and I want it now.”
— every child on Christmas Day.
I remember being a child and eagerly waiting for Christmas. I anticipated the video games or whatever I received weeks or months in advance. The night before Christmas Eve, I would squirm and fret, eager to see what I got.
Wouldn’t it be nice if your prospects treated your product the same way?
Wouldn’t it change your life if your audience would treat purchasing your product as the best thing they’ve done?
Well, for most, it would. Fortunately, there is a secret to Christmas and receiving gifts—a secret that if you apply to your marketing, you can dramatically boost your conversion and sales!
What’s this secret?
It lies at the intersection of three HUGE psychological forces.
These are…
ONE - Scarcity.
TWO - Greed.
THREE - FOMO.
Scarcity is when you limit the availability of any given resource. “We have a limited number, and you might not be able to get one.” Diamonds are scarce, therefore, valuable. A diamond can cost many thousands of dollars. Silver is not scarce; therefore, it’s cheap.
Greed is one of the most potent forces in our psychological makeup. We want more than we need, which is rooted in our survival. We are greedy for money, for love, and good health. Greed isn’t harmful or good; it just is. In marketing, getting the best deal possible represents greed.
FOMO is “fear of missing out.” It’s the reason why you’re buying something discounted. It’s why you go out to the club even if you are tired. FOMO
It is when you feel it will slip between your fingers unless you take advantage of an opportunity.
Combine these three, just as with the Power-puff Girls, and you have the most potent marketing secret.
How?
Well, look at Christmas again. It’s so appealing because…
… it happens just once a year.
… we receive something we don’t usually receive.
… we don’t want to miss out on our gift.
These three ingredients, together, create magic.
How do you apply this to an offer?
FIRST—You never make your offer available in abundance. You must always limit it. You have it for sale for only 48 hours. You have only 15 items. You will close the doors and put everyone on a waiting list. You don’t want to be Costco and “have everything, every time.” You want to be Prada and have only three bags per store.
If you don’t know what this means, from what I understand, all luxury designer stores receive minimal products. These are less than the demand for them. So they may have five designer handbags from the new collection when the demand is far higher. It’s scarcity in action.
SECOND—You want to assure him he’s getting a good deal. You do this through value stacking. Value stacking is when you list everything he’s getting and add value to it. Then, the total value is far higher than the price he’s paying.
For example, I’m selling you a membership. You get ten different modules. Each module is valued at $100. This is $1000 in total. But you’re paying only $97. This means you’re paying 10% of the value you’re getting. This is the basic rule: go for 10X value to “activate” scarcity.
THIRD - FOMO is a bit tricky. On one level, you can show how other people are getting richer, better, and happier. Unless he’s acting now, he’ll be left behind. On another level, you can use the carrot and the stick. The carrot is what he’ll get. The stick is what he avoids. Show how your product moves him towards pleasure and away from pain.
Another strategy is to do what Dickens did in “A Christmas Carol.” This is to paint potential paths he can take through life. You can show him a “bad” path and a “good” path. Then you dramatize it.
There you have it.
Scarcity.
Greed.
FOMO.
If you’re an offer owner, I invite you to send me a private message. I’ll provide a free analysis of your landing page, where I’ll discover at least 15 ways to boost your conversion. Then, we can work together to implement them, or you can implement them yourself for free. The choice is yours. There will be no high-pressure selling, I promise.
Best regards,
Razvan Rogoz
PS: Photo by Chad Madden on Unsplash
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