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How to make the move.
Hi, I’m Brian Pombo and welcome back to Brian J. Pombo Live. Coming to you live, today from inside my car.
It’s late at night. Everyone in the house is asleep and I am not at home. I am way far away in Tracy, California visiting family, but I still wanted to make sure I came out and said hi to you and had a quick little concept for you to take along with you here on the Eve of Christmas Eve.
There’s a concept by a guy named John Carlton. John Carlton is a famous copywriter and a marketing expert and he came up with this idea of thinking about your customer, however you reach them, whatever media you use to reach your prospective customer.
Thinking of that prospective customer as an amorphous blob or slaw like creature that is very immovable, unlikely to do anything on their own.
What is it going to take for them to reach over and reach for the phone or reach for their smartphone and go to a website or do whatever action you’re asking them to do.
Because if you think of them like that, you’re more likely to design a process that will get them to actually move to do what you want them to do. Which is a lot more difficult than it looks and anyone that’s ever done any type of advertising, marketing or anything else knows it’s not as easy as you think unless you have a very clear cut offer and you make sure that there’s some scarcity behind it.
Now what’s scarcity?
Scarcity is the idea that it’s going away, that it’s not going to be there forever, that there may not be that many available of a particular item or that this particular offer isn’t going to be around forever.
These are all concepts of scarcity. And he said that if you think of it on a big long graph and you think of it as the least likely that someone’s going to do something is the offer that comes out and says, Hey, this is always going to be available at this price.
Call me anytime. 24 seven got a million ways for you to get ahold of me, and when you’re ready, you go for it. But you know, you don’t have to do it today. You don’t have to do it tomorrow. It’ll always be here.
That’s the absolute opposite of scarcity and it’s the most unlikely way to get anyone to do anything is if it is completely available and there’s zero pressure to move forward whatsoever.
People are unlikely to do it because even if they really want to, they’ll put it off just because it’s like, well, I’ll get to it eventually. I don’t want to part with my money. I don’t want to do that right now. I’ve got other things I’d rather be doing, so on, so forth.
So on the other end of it is, Hey, this is going away tomorrow.
It’s going away soon. It’s going away in the next hour. And if you don’t do it, you’re going to ruin this for the rest of your life. You’re going to completely hate yourself if you don’t get this done right away.
Those are the two extremes and obviously there’s only so far you can go with the scarcity thing and you don’t want to be think about it or unreal, but at the same sense, you do have to let people know what, what they’re going to lose if they don’t act immediately.
If you put some barriers there to help people, to encourage them to act immediately.
You could say that while that’s manipulative.
Well, if you’re selling something that it really is something that people should have that you believe it’s something that should matter, then it shouldn’t bother you that much to be able to put a little bit of pressure and to let them know what is going to happen if they don’t take you up on it right away.
So it’s just something to keep in mind when following along and building some momentum and trying to get your customers to become customers or perspective customers to become customers.
Trying to get them to do what you want them to do. A little bit of nudge, a little bit of push, I don’t think is all that bad.
As long as you’ve got the right attitude behind it.
Hey, if you’d like to learn more about these concepts or would like to talk with somebody like me who can help take your company to the next level, go to DreamBizChat.com. Especially if you are in the self-reliance field, go to DreamBizChat.com the link is in the description.
That’s all I got for today. We’ll be back here tomorrow on Christmas Eve. Hey, in the meantime, get out there and let the magic happen.