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If you want to enroll more clients in your coaching program, adding an element of urgency and scarcity is critical. People need a reason to take action now vs later, and when you add this strategy into your marketing, you’ll see an increase in sales.
In this episode of The Wellness Business Podcast, we’re sharing how to use urgency and scarcity in your next promotion.
Here’s what you’ll discover:
- 3 urgency and scarcity options that will increase the number of people enrolling in your paid program
- The #1 thing you should NEVER do when using this strategy, (because you could lose all future credibility with your followers)
- The psychological premise behind this strategy and why it works so well
Tune in to this episode to learn how to boost sales during your next promotion.
To help bring this marketing strategy to life, here’s one example.
Let’s say you’re ready to promote a brand-new program that you’ve just created, and you want to add scarcity and urgency to your marketing message to fill your program. You could do this in several different ways. Today we’re going to share three different options with you.
1. Enrollment into your program is only available for a limited amount of time.
Once the open cart period is over then enrollment is closed until the next time you promote. This comes into play when you run programs that have a set start and end date. For this option we recommend a 5-7-day open cart/promotional period. This will give you enough time to promote the benefits of working with you and also to make sure your followers have a clear understanding that once the cart closes, they no longer can join you in the program.
2. You offer an initial pricing discount based on a certain percentage or dollar amount of the regular price point.
Again, this discount would be for a limited amount of time. This strategy is perfect when launching a brand-new program because you can position it more like a beta launch. In a beta launch, one of your main objectives is to collect testimonials at the end of the program so offering a price discount up front with the clarification that this is a ‘one-time offer’ will give you a greater chance of enrolling more people into your program. Gathering testimonials for the next time you promote will give you significant social proof of how working with you can solve their problem. The discount could be anywhere between 25%-50% off depending on what’s included in the program.
3. You limit the number of people into your program.
This strategy appeals to our mindset that we never want to be left out of something amazing. This marketing technique can be extremely effective and has been proven to convert leads into sales over and over again. When you put a cap on the number of people you’ll allow to enroll in your paid program, (this goes for group programs or one-on-one coaching), you’ll find that people take action more quickly because they don’t want to be left out. Quite often, when there are an unlimited number of spots in a program, you’ll find that people procrastinate and wait until the last minute to join the program. However, when there is a cap on the number of people being accepted, you’ll find that people take action more quickly to guarantee their spot. This strategy also helps people who are chronically indecisive, make decisions more quickly.
The one thing that we want to caution you on is that when you use urgency and scarcity as a marketing strategy it’s important to stick to your guns. In other words…
… if the cart closes at midnight on Tuesday then no one gets in after that time.
… if you are offering a discount, then once that discount expires the pricing returns to normal.
… if you have a cap on the number of people that can join, don’t increase that number once it has been reached.
Incorporate some of these strategies into your next promotion and watch what happens!