Understand Your Buyer > How To Convert > The Pre Order Effect
What is it?
The Pre-Order Effect is all about allowing buyers to pre-order your offering before it’s even ready for sale.
Why does it work?
It works because many people want to be among the first to buy something and are happy to pay a deposit or pre-order to secure their space. This means you can begin to generate sales and cashflow before your offering is even ready for sale.
How can you use it?
For the new versions and iterations of your offering, consider allowing buyers to secure their spot and pre-order long before it’s actually ready for sale.
Example:
An online course creator announces a new program launching in 6 weeks:
“Enrol now to secure early access – limited to 50 spots.”
Buyers can pre-order for £100 today (instead of £149 later) and are promised:
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First access to the content
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Bonus Q&A session only for pre-orders
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A special thank-you gift or downloadable resource
Why it works:
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It taps into exclusivity and scarcity
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Generates early momentum and cashflow
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Creates a group of “early adopters” who are more likely to engage and give feedback
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Builds anticipation and commitment before launch
This is commonly used for:
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Courses
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Books
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Physical product drops
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Coaching programs
See also
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