How we change what others think, feel, believe and do |
Shout 'Sale!'
Disciplines > Marketing > Pricing > Shout 'Sale!' Description | Example | Discussion | See also
DescriptionWhen you are putting on a sale, make everything shout out about it. For example:
In other words, customers should be in no doubt that this is a big deal, not just a few reductions here and there. ExampleIn the January sales, a store has bigger sale signs than all the other stores around it. They attract more interest and traffic than the other stores. An online store changes its headline banner for a sale such that it is advertised on every page. New menu areas are included for 'bargains of the day' and so on. To help this, the site has already been structured so a global variable easily can cause page switching. DiscussionEmotions are infectious. When you show enthusiasm for things, other people will pick up on this and feel enthusiastic too. Lots of signs can transmit and amplify such emotion. People can be suspicious of 'sale' signs when they are small and infrequent. By association, it may well seem that the sale is small, too, with few items and not very much in terms of reductions. The reverse is true, too. When you put a lot into advertising the sale, customers will assume there is a lot on sale at good prices (after all, why else would you go out your way so much to promote the sale). See alsoConfidence principle, Appeal principle, Multiple Signs
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