Читать книгу Oversubscribed - Daniel Priestley - Страница 21

Entrepreneurs, marketers and business leaders secretly wish people weren't so complex. In our fantasies we create a product, clearly describe it's features, advantages and benefits and then people buy it. Unfortunately, humans don't work this way; we require some warming up.

Even when you are dealing with your market of people who know you, like you and trust you it's unwise to expect them to go from hearing about a product or service straight to buying it. Along the way there's lots of micro‐decisions that people want to make, and these micro‐decisions require more information or more trust.

Warming people up is about educating and entertaining people so they can make these micro‐decisions. Long before you ask them to buy something you ask for much smaller commitments called signals. Paying careful attention to the signals people are giving, you will easily recognise when you are oversubscribed.

Rather than rushing your market, slow down and signal what you intend to do. Let them softly signal back their response. Dance with your market, send them a “flirtatious” email that hints about your intentions and let them return a “flutter of the eyes” that lets you know they are not unwilling to entertain what you have in mind.

Consider two approaches to selling tickets for a special workshop your organisation is running: