When I was a young lad in high school and college I spent my summers working on the boardwalk in Seaside Heights, NJ. Yes, the town where the MTV show Jersey Shore was filmed. Of course, being of a certain age, I worked there back in the mid 80’s way before the show.
My job on the boardwalk was to run the various games of chance. You could win tee shirts, beer mugs, cigarettes and even color televisions.
The whole secret to running these games was pacing. My boss told me, “People want to play where people are.” And he was right. When I had a crowd, it was easy to keep the crowd there and spending money. I used humor, flattery and pacing to keep the crowd excited and into the game.
Eventually when the crowd went away, and they always did eventually, it was a real challenge to get people to come over and play with no one else playing.
So how does this all equate to lead generation?
Well, you can use a kind of this pacing on your landing pages. It’s called the bandwagon effect.
It’s the same basic premise. People want to do things or participate where other people are doing so.
Think about it, when did you first get on Facebook? It was probably when you found out people were learning about what your friends or relatives were up to. So you didn’t want to be out of the loop. You wanted to be social, be where your social circle was, so you could participate.
People react the same way with a lead generation offer.
Now, the bandwagon effect will not make up for a bad offer or a bad landing page. It will supplement a good offer and a good landing page. It could tip the scales for a user who is considering, but not fully convinced by, your offer and landing page.
Whenever possible you should use numbers as proof that other people have approved of your offer. When you mention the number of people who have purchased, downloaded, signed up, or donated, it’s the equivalent of saying, “ All these people have taken advantage of this awesome offer. Don’t you want to be awesome too?”
Just make sure your claims are not only true, but believable. You don’t need millions or even tens of thousands to have this method be successful. But if you do have substantial numbers, use them.
You don’t necessarily have to use specific numbers. You can insinuate big numbers without actually quoting them. You can say that “People flock to our event from around the world every year,” or “Join all the people from across the United States who have downloaded this ebook.”
The Bandwagon Effect can really give you a boost in getting some of your fence sitters to convert. Give it a try and let me know how you make out with it.