ScarcityOnly 10 places available, 24 hours are missing, and then you will no longer
be able to access the discount. Scarcity is a psychological lever that bends the
user: it lacks little, move, you can't wait. You must act immediately. Now.
And to take advantage of the scarcity, you have to create real offers, without
falling into the mattress syndrome.
We try every day to distinguish ourselves and to have access to what others
do not have. Promotions that have a time limit, or a limited number, increase
the impression that the product is of greater value. But in addition to rarity,
let us not forget secrecy and difficulty as factors to make a good more
desirable.
That is the perennial offering. Do you remember the telesales of the
mattresses? Every day was the day when you could take advantage of the
maxi offer: buy a mattress and get an apartment. Pots, sheets, bicycles,
televisions. Accurately outline the offer and do not concede too much; this is
the advice.
BenefitBenefits are fundamental to the work of the copywriter. Because they allow
you to tell the potential customer the reasons to perform an action, to make a
choice. In most cases the benefits are summarized in a bulleted list: you don't
have to exaggerate; you have to insert the main reasons that should push
users to choose your solution.
But above all, you must not boast false potential. In these cases, it is easy to
want to aim high, but think: what will people think after discovering the
flaw? Your goal is not to increase sales but to turn every customer into an
evangelist. This way they will increase sales for you. And you can't do it if
you lie to the people.
ReciprocityFree trial periods, sample offers, access to confidential content, welcome
coupons are all classic tools that respond to this psychological leverage:
nobody likes to be in debt. It is an unpleasant feeling that we feel obliged to
rebalance. If someone makes a concession, especially if unexpected, we feel
obliged to reciprocate. For this reason, it is used to obtain a greater favor than