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How to Create Demand For Products and Services

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I’m going to share three absolutely brilliant strategies I use for creating product and service demand. In my experience, using these tactics yield amazing results.

Why?

I believe it’s a combination of evolution and the way retailers have shaped our minds over the years.

Create Demand For Your Products and Services With Delay

Yes, use delay. But, what is delay?

The best way to illustrate this would be to think about Apple store the day a new iPhone is launching. You would expect to see a line that starts at the door and continues on for 3 miles.

Why does this happen?

Because Apple does a terrific job at creating a sense of delay in a customer’s mind. Typically, about 6 months before an iPhone is launched, you will hear all sorts of crazy stories about how the new iPhone was found at a bar or about how Fred’s Uncle’s cousin got his hands on one from a friend of a friend… All of these things drive consumers crazy and this sort of delay-driven effect creates an extraordinary amount of demand for products and services.

What’s another reason this happens?

Because people are impatient. No one likes to wait. Everybody on this planet wants everything right now and they want instant gratification. The very thought of having to wait 6 months for that iPhone as all of the news breaks about it is grueling. People’s minds go insane fantasizing about the phone and about how much it’ll improve their lives. This hot bed of thought creates an emotional pull that needs to feel satisfied instantly.

Think of it this way: whether or not you have kids, how evil would it be to purchase everyone’s Christmas present early and leave it under the tree…. 2 weeks in advance?

You’d see people staring… Drooling… Foaming at the mouth… Slowly slipping into madness driven by an unquenchable curiosity that just can’t be satisfied. It’s the equivalent of being stuck in a desert and not being able to break through the glass wall that shields a lake behind it.

This is what Delay does and how it can be used to create demand for products and services. Now, the next portion of this post is the only logical consequence of what we’ve just talked about.

Create Demand For Your Products and Services With the “New” Factor

Do you want the current year Jeep model or a 5 year old one?

Would you rather live in a house that was just built or one that is extremely old?

Do you want the newest iPhone or the first generation model?

Would you rather have the latest model computer, laptop, camera or whatever other gadget is popular at the moment – or one from 7 years ago?

Aha! I would be willing to bet that 99% of you WANT the newest product instinctively. Most people will WANT the newest product but say something like, “I want that new iPhone, of course, but I can save money on an older generation model”.

That doesn’t count. The point is – you want the new gadget, car, house or whatever. No matter what thoughts you had in your head, you are attracted to whatever is new. You want new – not old, used or salvaged. Regardless of how much you want to spend, you would always prefer to have the newest whatever it is first.

And that’s my point. We are like well-trained monkeys in the sense that we are hard-wired to always want the newest, shiniest and coolest things to be released. Never forget this in your marketing.

You should ask yourself, “Why do I even want the newest version or whatever I want anyway?”.

You can probably come up with some simple answers but try and dig really, really deep and figure out why and even though you can eventually do it – you will have a hard time knowing why you why the newest thing… Most people say that they, “just do” because “it’s the best”.

And that’s my point exactly. “New” is automatically assumed to be the best. Coolest. Fastest. Trendiest. Able to give us the most status and prestige.

After all, why would you want to wear your sister’s hand-me-downs when you can wear brilliant new clothes?

Creating Demand for Your Products and Services Using Deep Bonds and Connections

I was recently shown this short clip of the “Carousel” episode of Mad Men in class by my Profossor, Nancy Goldman, Ph. D and I want to share this with you. I don’t even have to do much typing after you watch this clip ;)

Here are some quick quotes from the clip that are worth reflecting on:

But there’s the rare occasion when the public can be engaged beyond the world of flash if they have a sentimental bond with the product.

Teddy told me the most important idea in advertising is, “new”, it creates an itch.

We also talked about a deeper bond with the product – Nostalgia. It’s delicate, but potent.

Teddy told me that in Greek, nostalgia literally means, “the pain from an old wound”.

it’s a twinge in your heart – far more powerful than memory alone.

This device isn’t’ a spaceship. It’s a time machine.

It goes backwards. Forwards.

It takes us to a place. Where we ache to go again.

After you watch this clip, the point of creating a deeper bond should become a bit clearer. The point is that if you can elicit a deep emotional response or connection with your audience, then you are more likely to have them open up to your products and service with a strong interest.


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