When You Know It Has To Be There Today
In a lightening-fast world with everything happening at supersonic speed, consumers expect instant gratification in everything they do. Blame it on technology, or the Internet, or even MTV. Blame it on 60-second sound bites, instant drink mixes, scratch-and-win lottery tickets, and microwave ovens. Blame it on whatever you wish, but there's one thing that's clear: People are much more likely to BUY NOWif you can deliver instant gratification. When the Consumer Says: I Have An Emergency!There's nothing like an urgent situation or pressing emergency to crank up the need for instant gratification. A teenager with a blemish on the night of the school prom can't wait for a 7-day cure. A guy who wants to watch a pay-per-view boxing match can't wait for a week for cable installation. And which Yellow Pages ad do you think will appeal to a homeowner who has just lost his roof in a hurricane??? Brand X Roof Repair - We Repair RoofsCall 555-1212 for estimateorWidget Roof Repair is waiting for you at 555-1212Instant service for emergency roofing needs Many companies would think that the Brand X ad is just fine. It gives the name of the company, contact information, and explains what the company does. Nothing in it says, "We understand your need and we can fulfill it." The Widget ad, on the other, is all about the consumer. In the following example, instant gratification comes from the consumer's ability to download a product from the Internet and get relief from a problem without having to wait. When the Consumer Says: I Have No PatiencePeople will buy a product that can be delivered instantly over a product that will take time to deliver. This is why downloadable eBooks are such a hit. Click a button, enter your credit card number and in a matter of seconds, you've got what you ordered. There's no worry and no waiting. Food for Thought - Instant Credit
Credit cards feed instant gratification by allowing our needs to be attained instantly, even before we have the money to pay for it.