Online, you have to sell your product ... You ... on your visitors coming back to your website when theyhave more money or more time. If you have a sales letter foryour product they wi
Online, you have to sell your product immediately. You can't count on your visitors coming back to your website when they have more money or more time. If you have a sales letter for your product they will read it once and only if you're lucky. Get your visitors to buy the first time by giving an expiration date for your extraordinary offer.
Even if your discount or special bonus gift is impossible to refuse, your visitors may decide to "come back tomorrow" and never return. An expiration date (today or tomorrow) compels them to buy now.
When I first heard about this technique, I was afraid to use it. It seems somehow immoral to give a "phony" deadline. Here is my justification:
We have all at one time held an expiring coupon in our hands and become determined to use it immediately (or watched a family member or friend do it). We trust coupons, we believe in coupons, and we never once think they are bad in any way even if we never use them ourselves.
Almost all coupons have an expiration date. Why? Because expiration dates work. They propel people into the store/restaurant so they can get a good deal.
Have you ever rushed out to use an expiring coupon and find a duplicate (expiring in another week or a month) in the mail or newspaper the next day? I have...
I have also successfully used many expired coupons. Yet I have never seriously considered that the companies that issued the coupons were lying to me. I considered it "good customer service" and made it a point to patronize those places more often.
It is true that expiration dates do not magically change on coupons like they can on the internet, and some companies do enforce the expiration dates. This aspect may be what erodes customer confidence for tech-savvy people.
"What about everyone else?"
If your offer appears on a one-page "sales letter" website or on a separate page of your website devoted to your product (where there are no informative articles or interactive programs to encourage return visits) very few people are likely to come back to find out if your offer is in fact still there.
If nobody ever comes back to your website after their first visit, your offer is not a lie. They can not receive your original offer past the expiration date.
If you don't get the purchase (or at least an email address) during that first visit, you will not make a sale. Offering an extraordinary offer with an expiration date will help you make more sales because it gives people a reason to act now rather than putting it off and forgetting about it.
"I collect email addresses - how can I still use an expiration date?"
If you offer a special report, free email course, or other promotional offer to visitors to your website, you are collecting valuable contact information. You can afford to have a later expiration date (say, in a week or two). Send three or more reminder letters to those who haven't responded to remind them of the offer.
Another tactic would be to offer an extraordinary offer expiring immediately and to follow up by offering a scaled-down product for less money.
My most successful promotions have used expiration dates on offers made through my newsletter, Busy Marketing Tips. (After the expiration date, I have always changed my website to reflect my "regular" price.) My sales letters without expiration dates have sold little or nothing.
Believe me, expiration dates are a powerful sales motivator!
You can use expiration dates any way you feel comfortable with, but USE THEM! They are a powerful sales technique you can't afford to ignore.