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On doing things differently – for a good reason

October 17, 2003 by Brendon Sinclair Leave a Comment

I had someone email me and ask why I’m only keeping the Mystery Shopper document on the web for 3 days. “What possible reason could you have for that?”

There is a reason, and I think a fairly good reason.

I’m using it as an example of this point:

I’m trying to make this web site a daily dose for people interested in marketing and in business. I need to encourage people to return each and every day.

If I put up every document forever, the number of people visiting will reduce on a daily basis. There won’t be a need to come back every day.

But…….if I put valuable documents, like the Mystery Shopper document, online for only a limited amount of time then the thinking will slowly change to “I’d better visit every day just in case Brendon sticks something up I really, really need.”

And that strategy is as old as the hills. Every store sale does it.

“Sale ends Friday!”

That instils a fear of loss into buyers. They must buy now or they miss out!

I’m sure you’re not exactly shaking in your boots, but it’s the same philosophy. get a sense of urgency into your potential customers and the chances of making the sale go up.

Hope that all makes sense.

Cheers
brendon-signature

Filed Under: Blog

About Brendon Sinclair

Brendon is the Founder and CEO of Tailored Media. He is one of those rare creatures who can not only tell you how to do it, he’s done it himself, with a vast array of experience across a broad range of areas from marketing public companies, national brands, large retail operations and much more.

He can be found on Twitter, Google+ and Facebook.

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