April 9, 2020
How to Make Them Move

How to Make Them Move

How to make the move. Hi, I’m Brian Pombo and welcome back to
Brian J. Pombo Live. Coming to you live, today from inside my
car. It’s late at night. Everyone in the house is
asleep and I am not at home. I am way far away in Tracy,
California visiting family, but I still wanted to make sure I came
out and said hi to you and had a quick little concept for you to take along with
you here on the Eve of Christmas Eve. There’s a concept by a guy named John Carlton. John Carlton is a famous copywriter and
a marketing expert and he came up with this idea of thinking about your customer, however you reach them, whatever media you use to reach
your prospective customer. Thinking of that prospective customer as
an amorphous blob or slaw like creature that is very immovable, unlikely to do anything on their own. What is it going to take for them to reach
over and reach for the phone or reach for their smartphone and go to a website
or do whatever action you’re asking them to do. Because if you think of them like that, you’re more likely to design a process
that will get them to actually move to do what you want them to do. Which is a lot more difficult than it
looks and anyone that’s ever done any type of advertising, marketing or anything else knows it’s not
as easy as you think unless you have a very clear cut offer and you make sure
that there’s some scarcity behind it. Now what’s scarcity? Scarcity is
the idea that it’s going away, that it’s not going to be there forever, that there may not be that many available of a particular item or that this
particular offer isn’t going to be around forever. These are all
concepts of scarcity. And he said that if you think of it on
a big long graph and you think of it as the least likely that someone’s going
to do something is the offer that comes out and says, Hey, this is always
going to be available at this price. Call me anytime. 24 seven got a million ways
for you to get ahold of me, and when you’re ready, you
go for it. But you know, you don’t have to do it today.
You don’t have to do it tomorrow. It’ll always be here. That’s the absolute opposite of scarcity and it’s
the most unlikely way to get anyone to do anything is if it is completely available
and there’s zero pressure to move forward whatsoever. People are unlikely to do it
because even if they really want to, they’ll put it off just because it’s
like, well, I’ll get to it eventually. I don’t want to part with my money.
I don’t want to do that right now. I’ve got other things I’d rather
be doing, so on, so forth. So on the other end of it is, Hey, this is going away tomorrow. It’s going away soon. It’s going away in
the next hour. And if you don’t do it, you’re going to ruin this for
the rest of your life. You’re going to completely hate yourself if
you don’t get this done right away. Those are the two extremes and obviously
there’s only so far you can go with the scarcity thing and you don’t want
to be think about it or unreal, but at the same sense, you do
have to let people know what, what they’re going to lose if
they don’t act immediately. If you put some barriers
there to help people, to encourage them to act immediately. You could say that while
that’s manipulative. Well, if you’re selling something that it really
is something that people should have that you believe it’s
something that should matter, then it shouldn’t bother you that
much to be able to put a little bit of pressure and to let them know what is
going to happen if they don’t take you up on it right away. So it’s just something to keep in mind
when following along and building some momentum and trying to get your customers
to become customers or perspective customers to become customers. Trying to get them to do what you want
them to do. A little bit of nudge, a little bit of push, I
don’t think is all that bad. As long as you’ve got the
right attitude behind it. Hey, if you’d like to learn more about these
concepts or would like to talk with somebody like me who can help take
your company to the next level, go to DreamBizChat.com. Especially if
you are in the self-reliance field, go to DreamBizChat.com the
link is in the description. That’s all I got for today. We’ll be
back here tomorrow on Christmas Eve. Hey, in the meantime, get out there
and let the magic happen.

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