I blogged about this earlier, but at the request of a couple of emailers, here’s the third of 10 ‘clues’ you need to ‘get’ if you want to engage meaningfully with curmudgeons like me.
[clue one is here, [clue two is here]
Firstly, some background…
Building on from Tip Two, we curmudgeons want to preserve the things we value: you know, like our health, our wealth, our teeth, our collection of childhood navel fluff, our toenail clippings, and so on.
One of the basic psychological tenets (ask your friendly local psychologist — me if you happen to be nearby; I’m usually friendly during daylight hours and if you wave large denominations of cash at me) is that we are more scared of losing something than we are of gaining something.
That’s why direct marketers always talk about ‘time limited offer’ and “call within the next 30 minutes and you…” and so on.
The unspoken psychological button is that we risk losing something if we don’t ring in the next 30 minutes, or don’t respond within 48 hours to that special web-only offer (you know the one, the offer that if you go back to that page 48 hours later it will still be saying you only have 48 hours left; the end-date of the offer ‘magically’ changes. It’s a simple piece of web script – get over it).
But trust me and a million web and direct marketers — you WILL be more motivated to purchase if you risk losing something — even if it’s something you don’t actually want! Your psychology ‘talks’ you into creating ‘solid, valid, logical reasons’ why you suddenly need that dual overhead flanging scrumption-shiner, even if you don’t even know what it is or what it does.
So, Tip Three: show us how to hold on to what we have, be it our house, our nest egg, our health, our mobility, our self-respect.