Practical Sales Training™ > How To Get Attention > The Events Effect
What is it?
Organising a sales “event” which is relevant to your offering or your buyer can create interest and channel attention.
Why does it work?
It works because it borrows some of the Scarcity Effect to create an event which is time limited. It concentrates attention and perhaps is coupled with a free gift or some sort of additional incentive that drives buyers to take action before the event ends.
How can you use it?
Depending on your offering you can hold an in person event and have balloons, food and build some real world atmosphere to invite people to your physical space. Alternatively you can create an online event which is coupled with something meaningful such as a product launch or important event for your buyers.
Example
Apple’s iPhone Launch Events are a textbook example. Each September, Apple holds a highly anticipated launch event where they unveil new products. Even though the phones become available weeks later, the event creates global buzz, news coverage, and immediate pre-orders – all driven by excitement, limited availability, and time-sensitive interest.
Another example is Amazon Prime Day. It’s a limited-time online sales event exclusive to Prime members, with steep discounts and lightning deals that create urgency. It channels massive buyer attention and generates billions in sales over just 48 hours.
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