"The Psychology Of Scarcity - Less Is More If You Want Faster
Sales From Your Web Copywriting"
Countdown to Armageddon - at least you'd think so judging from
some of the garish copy and blaring headlines screaming at you
from so many websites.
At the opposite extreme though, you've some sites which don't
even have a single decent headline anywhere that captures
visitors attention, let alone leads them into captivating
copywriting that'll get them a sale.
Although it's true to say human emotion hasn't changed in the
last 10 years online, the consumer and buyer reactions have
undoubtedly become far more sophisticated over the past decade.
Further, with something like 43% of all web shopping carts being
abandoned at the point of sale it's crucial we understand and
react proactively to this new buyer sophistication.
In short, todays online buyers are both pretty wired and wised
up. Unless you understand this and adjust your offering
accordingly your headlines are very likely to drive prospective
clients away rather than entice them into your copy for a second
look if they've even a sniff of hype about them or just plain
bore them silly.
Either of the above extremes is obviously counter-productive but
rather than opting for a bland 'middle way' approach to your
copywriting or headlines, here's a sure fire way to generate
intensely gripping copy that rivets even ultra sophisticated
buyers to every word you publish. It keeps them spellbound all
the way down your pages until they've executed your desired
marketing action - either opting in, clicking through to a new
page or making a purchase without dumping the cart.
If you want these type of results then use "The Psyschology Of
Scarcity" and you'll soon have these new 'sophisticats' under
your marketing spell and more importantly, get them buying what
you sell. Here's exactly how it works...
The basic underlying principle is widely known of course, and
springs from the proven psychological response people give when
they're denied or given limited access to something they
intensely desire.
Basically, when people are told they can't have something they
want it all the more. As a result incredibly powerful emotions
are released which go on to drive actions often deemed
irrational under normal circumstances. As marketers we can take
advantage of this almost primitive reaction (ethically of
course) to bypass even sophisticated buyers resistance and go on
to make the sale.
Here's a further demonstration to show powerful this is...
Imagine for a moment tonights TV news announces a grave national
emergency and petrol (gas) is to be be strictly rationed to one
just full tank for your car for an entire month... but this
rationing won't start until one weeks time. However, you are not
allowed to stockpile petrol because that's bad.
Now I don't know about you honourable folks but almost instantly
a picture of my storeroom stacked to the ceiling with Jerry cans
full of petrol popped into my mind! I'm not saying I'd do that
if this was a true scenario but I'd probably have a couple of
cans laid aside, just for emergencies of course. At the pumps
and service stations there would be a stampede, because the
psychology of scarcity would release these deep emotional
responses. This actually happened here in UK two years ago and
there was mayhem.
Now let's see if we can insert a mechanism deep into our
headlines and online copy that'll immediately invoke exactly the
same kind of emotional responses within those who visit our
sites. If we can then all the sophistication in the world won't
stop our visitors from reaching for their credit cards to buy
what we sell.We're looking for the response that comes directly
from the gut - that's not filtered out by the sophisticated
mind. That's where we aim our copy at, the heart not the head.
The type of mechanisms we've found work best in invoking these
emotion driven responses are as follows...
1) Strictly limit the amount of product you are selling in each
promotion, put it right up front in the headline or first
sentence where everyone can see it and strictly adhere to your
statement. If you say you've only got 100 widgets to sell, then
pull the promo when you reach that point or people will see the
whole thing as a facade. Here in the UK the richest sofa and 3
piece suite supplier uses this technique very well, although now
after 2 years we're all beginning to see through these 'promo
weekend specials', so be wise when you use it.
Make your product scarce... because then you make it valuable
and desired in others eyes.
2) Set time sensitive deadlines that really do expire - Set a
deadline for the promo to finish and give a special discount on
the product if purchased before that time. When you reach that
day pull the promo headlines, ad, the lot. People will heed what
you say and buy far quicker next time you set a deadline. I've
done it myself, got to a site with expired deadline and missed
out, next time I payed far more attention to their pitch and the
website gained credibility in my eyes.
3) Use number limits for recruiting headlines - when recruiting
people for sales teams, affiliates etc use figures that limit
the amount of people you 'appear' to wish to recruit. For
example use a headline portion including "We urgently require 5
key individuals for our new IT project...". At the same time as
limiting the opportunity here you also give each individual a
glimmer of hope that they'll be among the 'chosen few' to land
the rare but rather plum project.
4) Bundle extra products, services, customer support along with
your product they'd not normally get, especially from your
competition. This is also a good way to get affiliate sales.
Your visitors realise they can't get the 'extra's from other
affiliate sites so they buy from your affiliate link. Your
product becomes 'value enhanced' and in the marketplace where
there are thousands doing the same thing, yours is perceived as
valuable because of the rare extras bundled with it. Think of it
- you're giving chips (fries) along with the main event for
free, your competitors aren't, who will buyers go with?
5) Give special 'insider access' passes or memberships to the
first 20 respondents etc or if your visitors order before a
deadline. You increase value and evoke quick response by
limiting the number of memberships available. Tell folks at the
same time - "... in a few days our national advertising campaign
will be rolled out and these 20 memberships are likely to be
snapped up within minutes, order now to secure yours." etc.
6) Give forward dated 'Future Proofed' Discount Vouchers for
future product releases - for example, "Buy a X widget right now
at