Sometimes people are looking for a magic pill to do everything. Other times that need a magic pill that will do one thing NOW.
Alka-Seltzer promises instantaneous relief for heartburn sufferers. Digital cable offers movies when you want them without going to the store.
(Can you imagine that when you were a kid?!? ....No, not the Alka Seltzer, the movies on demand concept...anyway...)
If you can't promise instant results with your product, offer fast results if you can.
For example: "When you order online, we'll ship your Happy Herb Garden to you via overnight mail so you can have rosemary, basil, and oregano in time for Sunday dinner."
Reverse Psychological Tactic and The Undeniable Truth
Freely admit to your customer that there is no magic pill:
"Dear Friend, I'm sorry to say there's no magic pill for repairing bad credit after bankruptcy. You can't just read my book and expect the banks to welcome you again with open arms and the lowest interest rates in the house. But, you CAN expect to get the tools you need to take the steps you MUST in order to..."
Make sense?
The 7/11 Factor
No, I’m not talking about Craps (although some of this could apply at the Craps Table as well...)
Remember when there was a 7/11 convenience store on just about every major intersection...and then Starbuck’s must have bought them all out! In both cases, whatever else they want, it is clear that consumers want an easy, fast and convenient shopping experience -- the ability to buy what they want, when they want...without having to work too hard or travel too far.
Then, remember when these stores started adding gas pumps? We were all irritated because parking and traffic was a mess...getting in and out...and now...you have the SA/Holiday type gas station/convenience store because we want everything in one shot...
When mall shopping arrived, consumers were treated to a wider selection and lower prices, not to mention a food court, rides, and entertainment...all under one roof. Here in Minnesota, it was predicted that the Mall of America would run local "mom and pop" shops out of business, and many small businesses did fall by the wayside.
Many...but not all.
Some local businesses continue to thrive because they provided convenience (and "experience"!) Convenience is the consumer's best friend, so you should make it your hardest working employee.
The Internet has rocketed demands for convenience to an extraordinary new level. Consumers have learned to expect everything from instant "analysis" of loan applications and instant approval of mortgages, instant delivery of eBooks, and instant love at dating sites.
Even amazon has the "Prime" program now where, for an annual fee, you can have two day shipping dirt cheap!
How to build customers FOR LIFE: Page | 1 | 2 | 3 | 4 |
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Sometimes people are looking for a magic pill to do everything. Other times that need a magic pill that will do one thing NOW.
