Have you ever been to a wedding and heard the priest or pastor say.. "Speak now or forever hold your peace..."? That is fear of loss! The preacher is instilling into his listeners the fear that if they don't speak now they will lose the opportunity to speak on the subject FOREVER! That's a VERY powerful concept. When we use fear of loss in a sales pitch we are trying to evoke those same emotions in our prospects, but not with those exact words.
Your prospects need to Fear that if they don't buy NOW they will never see your offer again. They must be made to understand that their lack of action now will result in a devastating loss later.
We best create this feeling by describing an impending, life changing event like the end of a promotion, or the running out of material or a deadline if you will. Or better yet, the complication of their lives in some way that will cause them a loss of time or money.
Sales people tend to use phrases like:
"I only have two left!" "Don't miss out." "Take advantage of this promotion before it ends!"
Chances are they have a stockroom full of that item, but they are using fear of loss to get the prospects to buy now instead of putting it off till later. It doesn't matter how many they still have. If your prospect BELIEVES that you are almost out and that the moment you walk away, your amazing product just walked away with you FOREVER!!
Home shopping channels use fear of loss by displaying a count down of the items remaining on the screen. Isn't it funny how it's 4:00 AM but those items appear to be flying out the door? Come on, really?? Soo many people are ordering in middle of the night? Many time's you hear things like:
"The first 50 callers will receive a free gift!"
Again, your impulse is building through the fear that you will lose the gift by not calling immediately. The reality is that ALL orders come with the free gift. YES!!! It's true. But regardless if you order immediately or crawl into bed and wake up in the afternoon to order, you'll still get that free gift.
On an internet sales page there are many ways to portray Fear Of Loss. Some marketers even use it in the pre-headline with something like "DO NOT HIT YOUR BACK BUTTON UNTIL YOU READ THIS PAGE! You will never see this page again." That statement uses fear of loss AND urgency to captivate the visitor and make them read the entire page.
Author Resource:
Omar Martin is an internet marketing and sales expert. Omar & his partner Mike Filsaime help internet marketing newbies succeed online through 1 on 1 mentorship and coaching. You can get their free Cd-Rom delivered right to your doorstep at: http://InternetSellingForNewbies.com
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