The "Instant Gratification" Paradox In Marketing
Everybody wants results yesterday, without doing any work.
But, if you’ve spent any time in the real world, you know that results take time and often involve hard work.
So, how do you appeal to people’s craving for instant results without lying or manipulation?
You have to understand that all gratification is instant.
Here’s the thing:
Imagine you were studying to become a doctor.
And, getting a degree takes forever (I have no idea how long exactly, but it’s over five years or so).
Now, if you didn’t have the ability to get a sense of gratification during those five years, only after you got your degree, how many people would keep doing it?
So you have to chunk the gratification up. You’d get some gratification out of studying every day.
You’d get gratification out of passing a difficult test.
These are some examples of how, even without achieving the ultimate result, you’d get instant results.
How can you do that in marketing?
There are ways you can give people a sense of achievement even without them passing a difficult test or whatever.
For example, you can give them an opt-in bribe that solves an urgent problem right away.
A valuable tip that gets them results right after reading your report.
For example, if you were in the bodybuilding niche, you could give them a tip on improving their bench press they can implement immediately after reading.
That’s an instant improvement, even if they haven’t packed on ten pounds of muscle right away with that.
So you can change the structure of your marketing campaign and frontload an instant result.
Then, for the hard and arduous work, you can keep that for your product (you’ll learn more about how to improve your product in a second).
It even works for sales letters.
I saw this applied in Eugene Schwartz’s “Burn Disease Out Of Your Body” ad.
In the ad, he gives away one of the ideas in the book he sells.
You hold your hands a certain way and experience an instant flow of energy.
When people read the ad, they try it out, it works right away, and they’re more likely to buy.
This is a great technique for two unrelated reasons: it demonstrates the product and gives valuable information.
Another reason this is a wonderful technique is because even if the rest of the book takes time to implement, they know it works because they had instant results once already.
It makes them more likely to go through with the rest of the course even if they don’t get instant results.
And, you can even apply this to a product.
If you’re a freelance copywriter writing a sales letter for someone else, this might not apply to you.
But who knows, maybe you’ll create your own products soon.
Either way, if you’re creating a product, the same applies.
Give people a few tips they can apply right away. That way, even if your information takes time to implement and achieve results with, they’ll get fast results.
And, if possible, give people some milestones. The fitness niche is always a good example for this, because you can give people different progressions.
Once they hit a certain amount of repetitions in one tier, they progress to the next.
That way, they get a constant sense of achievement and keep going.
Why is doing this important?
As a marketer, of course you want to make money.
But, even if your goal is to make money, there’s one thing you should keep in mind.
It’s a quote from Earl Nightingale that you’d do well to heed.
“Our rewards will always be in exact proportion to our service. If you don’t like your income, you must devise ways and means of increasing your service.”
If you serve a lot of people, you make more money.
So serving people better is good for you on two levels:
First of all, you make more money, which is nice.
And second, you’re actually making a difference in people’s lives, which makes you feel better about yourself, too.