When most associations look to have on online store for their members, they assume that the store should be available all the time. If a member wants to buy a shirt, we need the store to be up and running when that desire strikes. There is a lot to be said for that thought process. You can’t make a sale if there isn’t anything there to sell.
However, what if that “always there” mentality actually keeps people from purchasing? It’s very easy for someone to just put off the purchase since they know the store is always there. “Eh, I’ll do it tomorrow.” But what, as Garth Brooks once said, “If tomorrow never comes?”
The Alternative
Deadlines make people act. Have you ever noticed that? The IRS has famously given us a deadline for our taxes. And you better believe people bust their butt to get their taxes in on time. Scarcity works when it comes to marketing. If something goes on sale until Friday, you tend to show up before Friday. When you are setting up a store, you might have better sales by only having the store up for a certain amount of time. We see 4-6 weeks usually being plenty of time if you market it appropriately. Putting that deadline on your members to act can result in much bigger sales.
Limited Time!
Act Now Before It’s Too Late!
Don’t Miss Out!
These phrases have real meaning and can drive action. Then you can open up the store again later on with different options and drive action again. If someone missed the first round, you can bet that FOMO will get them to buy in round two.