THE SECRET TO IRRESISTIBLE MARKETING/ 3 SECRETS TO IRRESISTIBLE
MARKETING
When
something is exclusive, limited, or in high demand, it becomes more attractive. Whether they are
whitepapers, trials, memberships, promotions or even downloads, these
irresistible offers can overcome a lead's doubts and concerns.
But why
do these elements work? Because they generate a physiological response that
makes an offer more valuable.
People have to recognize the value of your offer to be bigger than what you are
asking for in return. The greater the perception of value, the more irresistible the
offer.
So,
how do you make such an offer?
1) Scarcity
When
you look at the theory of supply and demand, you will see that when supply is
limited, the demand increases. Scarcity has a psychological control on us,
making us crave something even more if there isn’t enough to go around.
Scarcity creates a fear of shortage and thus a sense of urgency.
There
are three ways to target customer using this principle:
·
Limited Time Offers
The
most popular in the scarcity category, it shows a shortage of time and
practically every advertisement uses this to lure customers. For example, “Get
0% interest before it’s gone!”
·
Limited Quantity Offers
When
something is offered in a limited quantity, it becomes unique or exclusive. In
some studies, limited quantity offers have performed better than limited-time
offers because you don’t know when an offer of limited quantity will become
unavailable, whereas a time based offer has a known end time.
This
is why when Google was launched it was so successful. Gmail.com addresses where
in limited supply and you could only get one if you got an invitation. This created
exclusivity and value.
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