You Want It Now? Too Bad. You Have to Wait…

Edward Sapir

“Impatience translates itself into a desire to have something immediate done about it all, and, as is generally the case with impatience, resolves itself in the easiest way that lies ready to hand.” – Edward Sapir, Born Jan. 26, 1884.

Patience may be a virtue – but the patient are always very difficult to entice to fast decisions and impulsive purchases.

One simple way to give someone incentive to take a certain action is by making them eager and impatient to achieve the outcome.

Once the desire for the result exists, we work on their perception of the process required to get that result. How do we make the prospect impatient and eager?

1. You can do this by describing alternative solutions so they are perceived to take longer – perhaps even a needlessly long time – to achieve the desired results. This makes your solution a better alternative.

2. You can also give them a sense of urgency and agitate it with scarcity and rarity very early in your message before getting into full details. This creates a mental urge for you to hurry up and let them buy it.

3. You may also give people a long slow organic process to get their desired outcome, perhaps even for free – but position your product as the shortcut to getting those results quickly.

This isn't a complete list (though these are the simplest tricks I know). There are a variety of ways to do it.

But it's very effective to wind people up and get them feeling impatient about getting relief to their gnawing problems – and then our offer is simply giving them an extremely easy way to buy your product and feel better.

And once they decide to, you can get into the patience-testing upsell process, wherein you can give them a massive amount of information in order to make a considered decision, or just make it easy to say yes and move along by making it an absurdly good offer.

Impatience can be used everywhere in the buying process to create the urge to just hurry up and get it done.

And while the prospect may experience this as a feeling of frustration and unpleasantness, in this case, we like those negative feelings because they drive action and we can actually relieve them once they do what we say.

“You've waited so long and jumped through so many hoops… But now, your wait is over… As soon as you enter your payment info below…”

2 thoughts on “You Want It Now? Too Bad. You Have to Wait…”

  1. Hey Colin,

    Thanks for this, another helpful article 🙂

    Been on your site for over half an hour now, am sat here with a note pad taking notes, lol.

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