Know-How Exchange : Customer Behavior

Dear dcohen,

Three words for you: scarcity creates urgency.

Make your offer exclusive. Make it short. Make it too golden
in terms of value and perks to pass up. Make it exclusive. Experiment with prices—higher prices—and see what happens.

Your offer last year was popular because you basically said "Get 'em while they're hot. When they're gone, they're gone and YOU'LL be locked out!"

This implants thoughts of "What? I might miss out on something?
I must buy now! Before it's too late! Where's my credit card?"

Keep your deadline long and people forget. "Yeah", they think "I'll get to it next week." But they never do and sales decline because there's no urgency to act NOW.

But keep something short, invoke the Gods of Scarcity, and suddenly, the faithful are there, cash in hand, ready to pray (ready to pay).

People are more inclined to take action when something of value is placed in front of them and they risk losing it because it's likely to be removed.

Scarcity creates the pain of disconnect, the pain of losing out.

Golfers tend to have higher levels of disposable income than regular schmoes, so why not take advantage of this?

Consider the same time frame you ran with last year but UP THE VALUE (and the price). You could do it in tiers: Silver, Gold, Platinum, and crank up the value and price per category.

Again, this induces action because no one likes to be seen to be less than someone who they see as a social equal. It's basic. It's simple. But it often works wonderfully.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA