In Robert Cialdini’s book, “Influence,” he talks about scarcity, probably one of the most powerful tools for marketers. The problem is, most don’t use it correctly. But, more on that in a minute. Offer an early bird special to anyone who signs up in advance, then, use a countdown timer 7-10 days before your Challenge starts. Pro Tip: Don’t set your timer too far out from the start date because there isn’t really a sense of urgency when the timer is set for 2-3 weeks from the start date. When people see that, they are thinking to themselves: “I have time, I’ll do it later.” Which is why you get most sales towards the end of the promotion unless you give people a reason to take action early.
So, the bottom line is that you should be marketing all the time. Not necessarily the same thing over and over again. But, you should always be building your brand or email list even if you don’t want to promote special offers, trials, or challenges. Yes, even during the Holidays.
Some of the top marketers spend MORE during the Holiday season on ads, not less! While I’m at it, the same thing goes for the summer. I hear it all the time, “Well, summer is slow, better not waste money on marketing.” Great business owners are always thinking of ways they can be even busier during these times instead of why they can’t. It’s a mindset shift.
You should be saying to yourself “how can I make even more money with my marketing?” rather than, “I think I’m going to save my money and not market anymore.”
Tony Robbins says it best: It’s all about the power of questions. What questions are you asking yourself? Why should you be marketing? Or, why shouldn’t you?
I didn’t really plan on making this about mindset. But, success is primarily 80% mindset and 20% strategy, so I think it’s important to include it.
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Thanks for reading,
Chief Operations Officer Fitness Marketer