Using Scarcity to Drive Your Customers to Convert Faster
Isaac Rudansky
Lesson Info
19. Using Scarcity to Drive Your Customers to Convert Faster
Lessons
Welcome to Facebook Messenger Chatbot Masterclass
08:17 2What is Messenger Marketing
09:07 3Advantages to Using Facebook Messenger Marketing
14:17 4How is Chatbot Marketing Different Than Other Marketing Channels
07:08 5Who Can Use Messenger Bots to Their Advantage
04:43 6Quiz - Chapter 1
Ecommerce Chatbot Strategies
09:59 8Webinar - Event Registrations Using Chatbots
04:13 9Lead-gen Chatbot Strategies
09:10 10Using Chatbots to Promote Educational Resources
09:42 11Using Chatbots to Stay in Touch With Your Customers
07:45 12Calculating LTV and CAC to Formulate Incentive Plans
11:06 13Ideas for Incentive Structures to Promote Through Facebook Chatbots
08:31 14Quiz - Chapter 2
15Commitment and Consistency in Chatbot Design
14:55 16Increasing Customer Value With Reciprocity
14:25 17Using Social Proof to Build Trust and Identity
11:41 18Likability - Your Secret Weapon to Successful Bot Marketing
11:07 19Using Scarcity to Drive Your Customers to Convert Faster
08:42 20Understanding the Fogg Behavior Model and How to Use It to Your Advantage
15:53 21Quiz - Chapter 3
22What is Mobile Monkey
04:12 23Creating a Mobile Monkey Account and Connecting Your Facebook Page
05:41 24Viewing Active Bots and Adding Users
02:42 25Create Your First Chatbot
03:22 26Quiz - Chapter 4
27Widgets, Page Flow and Organization
08:20 28Understanding Q&A and What They're Used For
02:07 29Adding Q&A Items
05:45 30Understanding Unanswered Questions
03:56 31Configuring and Editing Bot Builder Settings
03:31 32All About the Text Widget
06:45 33All About the Image Widget
00:55 34All About the Form Widget
09:47 35All About the Quick Question Widget
07:21 36All About the GIF Widget
02:40 37All About the Attachment Widget
02:07 38All About the Attribute Widget
01:30 39All About the Connection Widget
03:10 40All About the Email Widget
03:06 41All About the Gallery Widget
06:02 42All About the List Widget
02:32 43All About the Navigate Widget
03:03 44All About the Typing Widget
03:03 45All About the Video Widget
02:37 46Quiz - Chapter 5
47What's a Chat Blast Anyway
03:14 48A Few Useful Chat Blaster Use Cases
05:32 49Chat Blasting Vs. Drip Campaigns
05:46 50Planning Four Chat Blast Ideas - Part 1
10:11 51Planning Four Chat Blast Ideas - Part 2
12:08 52Organizing Our Chat Blast Pages in the Mobile Monkey Page Builder
04:48 53Building Our Coupon Chat Blast
10:47 54Testing Our Chat Blast Before Blasting
04:43 55Launching Our First Chat Blast- Naming, Audience, Page and Purpose
08:30 56Building a Chat Blast to Drive Phone Calls
13:55 57Building Our New Product Line Chat Blast
15:44 58Building Our Competitive Advantage - Awareness Chat Blast
18:42 59Analyzing Chat Blast Results
01:47 60Why Are Lead Magnets Important
05:05 61Installing Your Chat Widget on a WordPress Site
06:05 62Installing Your Chat Widget on a Shopify Site
01:17 6358: Installing Your Chat Widget Through Google Tag Manager
04:53 64Link to Messenger and Adding It to Emails and Blogs
09:29 65Adding the Checkbox Plugin to Your Web Forms
03:10 66How to Use Facebook Comment Guards
16:33 67Creating Facebook Messenger Landing Pages
13:09 68Quiz - Chapter 7
69What Are Facebook Messenger Ads
05:31 70Messenger Ads Best Practices and Sample Strategies
12:14 71Creating a New Messenger Ad Campaign in Facebook
08:35 72Designing a Messenger Ad
13:26 73Completing Messenger Campaign Creation in Facebook Ads Manager
06:37 74Drafting Our Mobile Monkey Messaging Campaign Blueprint
06:30 75Creating and Naming All Our Pages in Mobile Monkey
03:32 76Building Our Messenger Landing Page in Mobile Monkey
04:21 77Finishing All the Other Facebook Messenger Bot Pages
13:54 78Duplicating Your Ad Groups to Try Different Targeting Settings
07:45 79Setting Up Mobile Monkey Q&A and Other Loose Ends
06:28 80Quiz - Chapter 8
81What Are Audiences in Mobile Monkey
07:54 82Creating an All Contacts and Gender Based Audience
04:12 83Timezone and Last Active Based Audiences in Mobile Monkey
06:33 84Creating an Audience Based on a Custom Variable
06:26 85What Are Drip Campaigns and Drip Campaign Best Practices
06:53 86Practical and Useful Drip Campaign Ideas
06:43 87Building and Reviewing Our Drip Pages in Mobile Monkey (10.3)
07:53 88Creating and Launching Our First Mobile Monkey Drip Campaign
08:39 89RSS Feed Step by Step and Best Practices (11.1)
09:56 90Quiz - Chapter 11
91What Are Connections and When Would You Use Them
02:49 92Creating a Connection to Google Sheets (12.2)
14:18 93Creating a Connection to Gotowebinar
09:37 94Send New Leads to Your CRM - Hubspot
07:26 95Send an SMS to Your Sales Team When a Contact Requests a Callback
09:59 96Quiz - Chapter 12
97Contacts - Searching, Exporting and Deleting
02:32 98Audiences in Mobile Monkey
02:04 99Forms - What They Are and How to Use Them
01:42 100Bot Analytics - How to Find Useful Information Using Mobile Monkey Analytics
02:45 101What You Need to Know About Staying Compliant With Facebook (14.1)
04:10 102Getting Approved for Subscription Messaging (14.2)
08:43 103Thank You, Getting Help, Final Thoughts
04:16 104Final Quiz
Lesson Info
Using Scarcity to Drive Your Customers to Convert Faster
Howdy chat about fans. And welcome back in this lecture, we're gonna talk about the principle of scarcity. An age old principle of persuasion that still works wonders when used correctly, simply put the scarcity rule states that we assign value to things based on how rare they are based on how hard they are to get and how likely we are to potentially miss out on the opportunity to get them and to have them something in short supply or something that might not be around for much longer is therefore more coveted and more desired and considered more valuable. It's a very, very potent principle of persuasion and without going into lots of different studies and the research that has been done around this concept, You could trust me and you could trust the research that this is something which is very powerful and very true and works very well. People are motivated tremendously by the fear of losing something more so they are than the than the gains of getting something. And this is importan...
t to know because this is going to help you phrase and word your messages around scarcity. Um, in a study that was done, I know I told you I won't go into any studies, but here we are. People were much more likely to agree to pay for home insulation when the marketing messages were phrased around what they're going to lose by having insufficient insulation more than they were. And they were less willing to actually go and insulate their homes when the marketing messages were phrased in a positive way by what they had to gain by getting the proper insulation. So remember that concept when it comes to phrasing your own marketing messages and creating scarcity and senses of urgency throughout your bots, scarcity is a widespread tactic that's used by almost every successful brand, especially e commerce companies right? You see um amazon and other e commerce brands always show only a few items left or a specific number of items left, limited time promotions. And those are the two ways that scarcity usually takes form in the form of limited quantities. There's only a few left of something making a person feel that if they don't act quickly there, you know we're not gonna have any more left for you to have. Um it could also be used successfully in the form of a promotion that has a deadline, right? So we might not necessarily be conveying that there's a limited quantity of this item but we are conveying that this special promotion or this sale or this special feature will only be available for a certain amount of time. And when you, when you can combine both of those together, you have something very, very powerful, scarcity is much more powerful and it works much better when it can be contrasted to recent abundance As opposed to just conveying that this was always scarce. So you want to say we had, which is why Amazon doesn't just say there's only 10 left. It shows a slider, right? It shows a long line or a bar and a tiny little sliver of yellow or green. That indicates this is how much amount of the total we started with our left right and this is done on purpose. This is done because they know that when you contrast scarcity with prior abundance it's a much more powerful and potent motivational factor um, and just to take this one step further. This is this is especially true when the scarcity is a result of social demand as opposed to there being some mistake with inventory or quantities or something like that. So for example when when an e commerce brand conveys that, not only do you have limited quantities remaining but the limited quantities used to be a lot of quantity and the reason why there's limited quantity that remains because people like you have bought it, wow, you've combined three different persuasion techniques over there and that's how you're going to be successful with marketing and you could create chatbots that convey these things extremely powerfully and extremely eloquently and extremely effectively. So just take a look at this quick example um, I wrote this chatbots as an example for using scarcity in boat design. It says, hey Isaac jake here from the oxygen store. Just a friendly reminder that our annual sales event is ending tomorrow morning. Okay, so there you have scarcity in the form of a deadline, the sale is over tomorrow morning, we have a handful of portable oxygen concentrators left at up to 70% off retail. Okay, So that's the second component of scarcity. Where not only do we have a deadline on this promotion is only a few items that remain at the sale price, but since the sale has been running for two weeks now, our supply is extremely limited. This is the contrast principle, right? The there was an abundance of time that the sale was running and now it's almost done. So the abundant, the contrast to the abundant contrast doesn't only have to be with regard to quantity of product left. It can also be with regards to how long the sale has been running. Okay, so we have three different key components here. Here's the 4th, 325 other athletes gearing up to the 2019 ski season have purchased new units on sale during the past week. So now we're using this concept of social proof where people like you because obviously we would be now targeting athletes and if we can, if we have enough data, will be targeting skiers. Um, people like you have been buying over the last week. And the fourth concept is that the reason for that scarcity is social demand. We didn't just make a mistake or we don't just have to get rid of them because they're they're they're bad units or their defects or their defects or they're scratch and dent other, the reason why they're scarce now and they used to be abundant is because people like you have been buying them. It's a very, very powerful message. And you see that a message like this has so much thought and so much analysis that goes into it. Here's a link to our remaining inventory and there's a link to the final sale. So if this was going to really be fleshed out as a full bot, we would start off with a question. We would use some other principles. But here's a very powerfully concise message of scarcity and urgency that brings in 34 really solid persuasive concepts and a message like this will work. Cause I've seen messages like this, work for our clients over and over and over again. Just a couple different ideas here in the bullet points promote limited quantities of popular items. You could send messenger bots out before and during the sale of promotion so you could gear people up psych people up through messenger bots and and and chat blasts before the promotion and then have a drip campaign running throughout the course of the promotion. Another thing to reiterate, use be concrete and be objective. Use actual numbers. Use dates, urgency is created when the urgency is concrete and objective. So don't just say our promotion is ending soon. Like, and if you look at my message, if we say that the promotion is ending tomorrow morning, 325 other athletes bought from us in the past week be concrete be objective. Those, it just works much better. Um, create offers with deadlines, right? So that's another a lot of brands sometimes forget about that part. They just talk about there's only a few left of the chance of missing a deal is very, very powerful. It's just as powerful as the chance of missing out once these quantities are gone. Um, and then again, very important, anchor that sense of urgency to social demand. Like I wrote in this message over here on the right when when the potential prospect realizes or or perceives that the reason why things are scarce. Now, the reason why quantities are limited is because Other people like me are buying them. It's much more powerful and much more effective. Um, and then contrast with prior abundance. Just a couple different examples. One example is we had pairs of headphones in stock and now we're down to our last 35 contrasting with abundance. We had seats reserved for the seminar and now we have only three spots left contrast with abundance. This year has been going on for three weeks. And now we're in our final day contrast with abundance. So these are just different ways that you could use scarcity in your boat design And I want you now before the next lecture to take a pen and paper or type it out put together 2356 scarcity should come easy whether you're a service business. If you're in the e commerce, I admit it's easier, but it's not impossible to do in a service business. It could be with event registrations, webinar seats, um, limited number of promotional coupons are offering for pressure, washing decks, whatever it may be if you're creative enough, I guarantee you, you could come up with really good effective ways to um, include a sense of urgency and create and manufacture a sense of urgency in your chat bot messages using these principles of scarcity contrasting with abundance. And most importantly, don't forget the reason for the scarcity should be due to social demand. Um, I hope you're enjoying the stuff. I hope you're learning something from it. I hope you're coming up with some great ideas. Um, the next lecture I'm excited about, we're gonna talk about the fog behavioral model, It's gonna be a whiteboard video, Maybe a couple of, maybe a little bit of a slide to begin with. But enough introduction to the next lecture. I'll see you there in a few seconds, cheers for now.