These scenarios are all familiar to us in real life. In many cases, a simple price reduction does not achieve the desired effect. In fact, promotion ≠ price reduction, promotion = let customers feel that this product is overvalued, and if you don’t buy it, you will lose money.
In a promotion, the price is only the protagonist on the surface, and the real factor that promotes ordering is actually how to design the customer's anxiety. When customers are anxious, they will have the next order action.
So, how do we package our promotions to trigger telemarketing list purchase anxiety in our students?
1. Create a tense promotional atmosphere with limited-time specials
Time-limited special offer means that the product enjoys a special price within the event time and the event limit. If the event time or event limit is exceeded, the purchase will be restored to the original price.
After the limited-time special offer is opened, customers can see the countdown to the event and the remaining preferential quota in addition to the discounted price and the underlined price, creating a tense promotion atmosphere, enhancing the sense of scarcity and urgency, and stimulating the desire to buy.
Compared with coupons, limited-time specials emphasize the low-price stimulus brought by the timeliness. The short-term limitation will give customers a stronger sense of urgency, creating an atmosphere of "don't miss the opportunity, never come again".
With limited-time specials, you can carry out big promotions and seckill activities. The core of seckill lies in the scarcity atmosphere created by time and quantity, and then the scarcity effect produced will ultimately affect users.
1. The key points of the limited-time spike activity
Grasp the key factors and make spikes truly perceptible, prominent, fast, and affect users. These key points must be grasped.
There are two ways to play limited-time specials: long-term specials and short-term spikes. For big promotions, short-term spikes are recommended. The shorter the duration, the more nervous the user is, and accordingly more ordering behavior will be stimulated. If the entire promotion is for a long time, such as 3 days, then you can plan a timed spike every morning, noon and night, so that you can use the timed spike to increase the activity of the students and the attention of the event.
Each seckill should be kept at time nodes such as 10 telemarketing list minutes, 5 minutes, and 1 minute as much as possible. The specific can be adjusted and optimized again according to the actual transaction data until the optimal critical point is found.
2. Emphasize the limited number of places
The total amount of seckill must be limited. If the high-value products and the drainage effect are good, the number can be set less. Otherwise, the number can be increased as appropriate. Even if there is room for profit, don't set too many, because the smaller the number, the more it can reflect the scarcity, which is the same as some people buying limited editions. From a psychological point of view, hunger marketing not only creates anxiety, but also increases the value of a product in the minds of consumers. For example, "386 people have participated, only the last 15 seats are left", "the first 100 purchases get 40% off" and so on.
3. Emphasize the loss of non-participation
Emphasizing the loss often draws attention and evokes feelings of anxiety. The greater the loss, the greater the anxiety. The most common copy of this type, we often receive a prompt that the offer is about to expire, such as "Your coupon expires in 1 day".
It should be noted that when the seckill time expires, even if the product is not sold out, the promotion should be resolutely removed to set off the popularity of the seckill product. After the event ends, this product will no longer create a seckill event for a period of time.
Many users are in a wait-and-see state. We just want to tell our customers that your decision is wrong, you must not hesitate, and you must place an order decisively. The purpose is to let users know the scarcity of this course spike, if you don’t grab it this time, you will have to buy it at a higher price next time. To be truly "the opportunity not to be missed, the time will never come".
4. Improve activity stimulation
The community warms up the event to prevent users from missing the seckill event, so it is necessary to inform the community in advance of the seckill time point, and the countdown broadcast 1 minute before the seckill start, to lay the foundation for creating an atmosphere of looting.
Introduce product highlights in the group, so as to fully mobilize people's imagination, and present the effect and price advantage in the customer's mind. It can be combined with the form of red envelopes to assist the group to be active, because the red envelopes are distributed before the event, which can create a scene of deducting the amount, and the advantage of the spike price is more conducive to improving the transaction rate.
5. Set outstanding items
Why set up outstanding? Forms such as deposit or coupon inflation are a type of setting unfinished items.
People tend to worry about unfinished tasks. During this period, the more you think about it, the more anxiety you feel until the task is completed. Using this effect, we can design some purchases that customers cannot complete in one go.
For example, in pre-sale promotion, first throw out 1 yuan to grab a large exclusive coupon, and then follow up with exclusive products to be purchased and put on the shelves first. Extend the promotion cycle. During the official launch of the product, the community continues to strengthen, creating a sense of tension, and the higher the customer's attention to the product.
6. Emotional copywriting and color matching
Let’s think about it, why are Tmall and JD.com’s promotional activities mainly in red and yellow tones? Because this part of the tone represents excitement and passion, it can mobilize people's emotions, and in the information flow of the circle of friends, this type of tone is more eye-catching.