Fear Of Missing Out.
If you’ve ever been influenced by some type of scarcity play… a hard deadline, a timer, a limited amount of product available… you’ve probably been influenced by FOMO.
Sometimes, the scarcity play is real.
But usually, it’s contrived.
So when marketers open up memberships once or twice a year, there’s no logistical reason why enrolment can’t occur ongoing.
They’re doing it because people put things off, like making decisions.
So to counter that natural inclination of people, FOMO is introduced.
Now, I’ll be honest with you, I don’t like contrived FOMO. It feels kinda icky to me.
It works like gangbusters, but it feels kinda crappy when it’s used on you, doesn’t it?
However, there are other ways of introducing FOMO.
One way is to introduce some sort of exclusivity.
For instance, people love clubs and secret societies.
Think back to your childhood. Remember the forts and treehouses and secret places in the woods you built along with “No Girls Allowed” signs?
Exclusivity is not just for kids.
As adults, nothing attracts attention like some exclusivity.
Being part of a special club is an amazing FOMO motivation.
And it makes complete sense if you think about it.
You can invoke the exclusivity FOMO for all kinds of things, not just membership offers.
For instance, if you’re selling a supplement, create the impression of an exclusive club of people who have benefited from it.
“I encourage you to join the hundreds of lucky people, just like you, who have experienced the lasting relief only PainAway has to offer.”
It makes people feel special. People want to feel included.
And of course, they don’t want to miss out.
You can get rather elitist about it, if you want.
The way I do this is I create an imaginary “velvet rope.”
Look at it this way:
I’m sure you’ve been in situations where an usher or bouncer allows only certain people into a venue.
Maybe they’re on a VIP list. Maybe they’ve paid for special privileges. Or maybe they’re a certain sex or look a certain way.
If you’re behind the rope waiting to get in, THAT’S the feeling we’re trying to convey.
Words like “special”, “elite” or “private” help trigger their FOMO gene and motivate them to sign up.
That kind of FOMO has much more integrity to me, than a countdown timer.
Listen, I don’t care if the FOMO devices you use are contrived or not.
That’s not my call.
However, I encourage you to test them. Test various FOMO tactics and see if they work for you.
I think you’ll be amazed at the response you get. It’s almost like they’re salivating…