Product inventors, manufacturers and resellers often grapple with the question, “How can we create more urgency with our sales message?” Not only, how do we sell product, but how do we motivate our customers to buy NOW? Not next month or next week, but NOW. This is the domain of the Direct Response marketer.
The team at Diray Media offers three sure-fire techniques to make a higher percentage of consumers say, “Yes! I want it right now!”
Tip #1: Don’t make your offer too available.
Wait. Isn’t the whole idea to sell as much as you can? Well, it may sound counter-intuitive, but playing hard-to-get is one of the most time-honored and effective DR strategies of all. In a nutshell, scarcity creates urgency. It’s human nature to procrastinate, so if your offer is always available, what’s their incentive to act right away? People will get it tomorrow—or not at all. But the closer it is to disappearing, the greater the fear of missing out. And the stronger the motivation to buy now.
Ask yourself: Is our offer too available? How can we add that important element of scarcity to generate even greater instant response? This is the approach many conference organizers use to sell the most tickets, notes Russ Henneberry, Co-Author of Digital Marketing for Dummies. By creating a tiered offer with escalating early-bird, regular, and door prices, attendees have a genuine incentive to buy now, before the early bargains inevitably disappear. A similar approach can increase your offer’s urgency as well (1).
Tip #2: Your words really do matter.
But what if you really do have unlimited product, and it’s not going to disappear right away? Well, it still has to sound like it. The right language—especially in Direct Response marketing—has always played a big role in creating urgency, whatever the offer’s terms. Your call-to-action needs to be as compelling as possible, including proven terms like “now” and “today,” to provoke an instant response. You can’t just ask people to buy; you have to compel them to!
Since consumers act on emotion, not just logic, you need to add your own excitement to the story with vivid, action-oriented words. Tell them how much it’s going to change their lives. And remember this proven DR copywriters’ secret: It’s not about the features; it’s the benefits that count.
For more information on how Diray can create an integrated direct response marketing strategy for your product, contact us today.
Tip #3: To create urgency, respond with urgency.
How long does it take you answer an online lead? Minutes? Hours? Days? We all know that leads grow cold. But how soon? In a study of over a million online sales leads, the Harvard Business Review found that companies who responded within an hour were seven times more likely to get a meaningful conversation with the prospect than those who called even an hour later. And after a full day, those chances dropped by more than 60 times. So if you want to capture the most business you can, realize that Direct Response is a two-way street. They’re responding to you. You need to respond quickly to them, too. (2)
With more than 30 years of Direct Response experience, Diray provides an integrated media mix that includes the latest media trends to maximize ROI for our clients. And in future posts, we’ll continue to share insider creative tips as well.
For more information on how Diray can help you reach consumers no matter where or when they are watching, contact us today.
(1) Digital Marketing For Dummies, by Ryan Deiss and Russ Henneberry (2) https://hbr.org/2011/03/the-short-life-of-online-sales-leads
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.