> Danger - No Matter What You Do...Don't Read This!
Danger - No Matter What You Do...Don't Read This!
| Posted: Tuesday, April 14, 2009
Ever wonder why some people respond differently than you expect given the right (or wrong) circumstances? For instance, a sense of urgency works to make people act on something…no matter what the issue is, valid or invalid, important or not. By cutting down the time frame to act you create an atmosphere for movement. You can also peak people’s interest by showing that there are elements of unknown or potentially damaging information (think: blackmail!?!) By creating an “old trick” direct mail envelope that says, “No matter what – don’t open this” you’ve created both a sense of urgency and a sense of danger or uncertainty. Who doesn’t love a mystery? Who isn’t going to at least think about opening the envelope?
But is that really what you want to depend on for people to act? Or is there a more powerful principle you can work by?
Fact is, everybody’s adrenaline gets pumping and people are ready to act when there's a crisis…you see it in different situations all the time: business, relationships, etc. But when the crisis is over, down come the people – crashing from their “we gotta do something now” mode. Similarly, if you propose to your potential customer that they must “buy, buy, buy, now…or else,” while you may create that sense of urgency and uncertainty (danger), once they have either purchased of come down from the high, you’ll get a crash. And potentially (probably) adversely affect the customer relationship.
The sad fact is that some businesses operate that way in order to just get the sale, to convert. Of course, their retention is…lacking.
As you create a call-to-action for something: purchase this, buy that, join our “this and that” club, make sure you propose something that has lasting effects and doesn’t generate buyer’s remorse later on. Don’t create a fire sale. Instead, create sales that last beyond the urgent, right now. It’ll pay off in the long run.