Now that the major shopping event of the year is in our rearview mirror, let’s take a look at some of the tactics you encountered when you did your online shopping. Marketers and web-masters alike use emotion to help drive sales. Fear is a strong emotion; if used correctly, fear can actually boost your sales.
- Fear #1: Offer valid today only – this can help nudge people who are on the fence to act before leaving your website.
- Fear #2: Feature availability – this idea focuses on two things
- There is a specific configuration available that the shopper wants
- The configuration is in demand and limited
- This works for products and services. This could be the aisle seat of the airplane or the widget that only comes in camo during hunting season.
- Fear #3: Item scarcity – knowing that there is a limited stock of the product you want can entice you to purchase now. On a website you’ll often see the inventory number listed on the site indicating just how many products are left. Knowing that you might miss out on this deal is a great incentive to buy now.
- Fear #4: Delivery time – knowing when you need to purchase by in order to receive a gift prior to a holiday helps people plan their purchases and eases their fear of needing to pay expedited shipping or missing the window for delivery all together.
Fear can be a tricky emotion to use in marketing, however, those who do it correctly can help users make purchasing decisions more quickly.