by Robyn Keet
Let me save you some time by sharing what I’ve learned about keeping your customers dialled in. It’s called Scarcity aka FOMO (fear of missing out) You might have seen this strategy been used before by service-based businesses. It’s a great strategy that Creatives can use to boost sales during the year or reduce stock before including a new range in your offering.
Here is an example from a photographer in our Creative Connection group.
“Book your Goddess shoot with me before the end of August and you will receive a free photo book worth R550.” Urgency is a great motivator, but there are three different scarcity strategies you can use to keep your customers interested and motivated to act.
Strategy one: Offer Limited Edition
Want to test out a new product or service? This strategy enables you to offer a limited number of products or services that a client can purchase that only a few people will have access to. This product or service will never too be available again. Simply because you would have added new features or adapted it from the first version. You create an elite culture around your product. Think of the iPhones. They release an iPhone 10 to a limited amount of people and then later on an iPhone 10x to the masses.
Strategy two: Create a Time-Base Offer
Have something extra you can offer your customer to motivate them to act now? This is a great strategy to move inaction to action. A website developer can include extra storage or free stock images for a site if their client orders before a set time. Make the time visible and bright. The closer you get to the deadline the more you show up to remind them that the clock is running out.
Strategy three: Show How Many Products or Services Are Left Before
You Are Sold Out
This is a great strategy if you only have a few products available to sell. A photographer can have 5 shoot days a month or an essential oils company only has 10 bottles of a special blend that needs to be sold each month. Once you reach your number activate a waiting list for when you have days open or new blends available again. Waiting lists are a great inclusive strategy to include in your customer onboarding workflow. Let your clients who are interested be the first to know.
Eliminate the delay of your customers working with you by adding Scarcity strategies. We naturally choose inaction over action, every single time. That is why special’s, discounted items on a clock are so successful.
Here is your warning label for Scarcity: Use it sparingly and strategically. Done well it can boost your business, but overuse will train your customer to wait for you to discount your product before they engage or buy from you.
Now let’s hear from you — Which strategy will you in using next to boost your customer engagement?
Robyn Keet is the founder of Inner Voice Creative. We stand for you, the Creative Entrepreneur. Inner Voice Creative is an agency focused on awaking the Creatives voice in each one of us. We aim to empower Creatives through one-on-one coaching and strategy session, group discussions and DIY Plug-in programs.
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