Understand Your Buyer > How To Engage > The Gift Effect
What is it?
The Gift Effect is all about suggesting an offering as “the ideal gift” for someone else.
Why does it work?
It works for two reasons. Firstly, it gives the offering a second chance to be sold as even if the person seeing the communication doesn’t want it, they may well buy it for a friend. Secondly, by suggesting something as a gift you are reframing the offering and making the potential buyer see it in a new way – this increases your chance of making the sale as you are making the buying decision simpler.
How can you use it?
Depending on your offering, could you take an item or service and reframe it as “the ideal gift”? Who would it be for? why might they want it? who might buy it for them? Some of your offering may sell much better as a gift instead of being bought by the actual consumer.
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