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Get Customers Buying NOW!

I was staring out the window on the seventh floor of an apartment building.  It was snowing heavily, it was six degrees, and the wind was building four foot snow drifts.  Thinking how warm and cozy it was to be safely inside, I watched a man exit his apartment building across from mine. He began clearing the snow away from his car.  I estimated there was a foot and a half of snow on the hood, windshield, and trunk of his car.  The windows appeared to be encased in ice because he scraped them for half an hour.  After that, he shoveled mounds of snow away from the car.  He was obviously preparing to drive somewhere knowing he would encounter snow drifts, ice hazards, and risk being in an accident.

 

As I watched the extraordinary effort it took that man to prepare his car in freezing weather, I wondered, “What was so motivating that caused that man to dress into warm clothes, shovel hundreds of pounds of snow, and drive away from a warm and safe apartment building into the freezing unknown?”  Was a family member having a heart attack?  Was he kicked out of the apartment he was staying in?  Was he hungry and out of food?

 

The more I thought about it, the more astounded I became.  Indeed, what was it that motivated him to be driving in a blizzard?   What was more important to him than being warm, safe and comfortable?

 

That experience was life-changing because I use it as a guide in my campaigns to motivate consumers to buy.  Consumers will not spend money for the sake of spending money.  There must be something they want and even then, that is often not enough.  They need motivated to buy now otherwise they will not.

 

Here is the rule: If people have all the time in the world to buy something on sale, they will not.   But give them a deadline and they jump off the couch to buy it – assuming they want it.  The right motivators force people to act and not procrastinate.  Deadlines are a great example of motivators.  Scarcity is another.

 

Thus, every campaign you implement should have deadlines and scarcity to motivate the buyer now and not risk losing out on the sale.

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ANDREW R. CURRY
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