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Using Scarcity to Drive Your Customers to Convert Faster

Lesson 19 from: Facebook Chatbots: Generate Leads and Sales Effectively

Isaac Rudansky

Using Scarcity to Drive Your Customers to Convert Faster

Lesson 19 from: Facebook Chatbots: Generate Leads and Sales Effectively

Isaac Rudansky

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Lesson Info

19. Using Scarcity to Drive Your Customers to Convert Faster

Lessons

Class Trailer

Chapter 1: Introduction to Facebook Messenger Marketing

1

Welcome to Facebook Messenger Chatbot Masterclass

08:17
2

What is Messenger Marketing

09:07
3

Advantages to Using Facebook Messenger Marketing

14:17
4

How is Chatbot Marketing Different Than Other Marketing Channels

07:08
5

Who Can Use Messenger Bots to Their Advantage

04:43
6

Quiz - Chapter 1

Chapter 2: Example Use Cases for Facebook Messenger Chatbots

7

Ecommerce Chatbot Strategies

09:59
8

Webinar - Event Registrations Using Chatbots

04:13
9

Lead-gen Chatbot Strategies

09:10
10

Using Chatbots to Promote Educational Resources

09:42
11

Using Chatbots to Stay in Touch With Your Customers

07:45
12

Calculating LTV and CAC to Formulate Incentive Plans

11:06
13

Ideas for Incentive Structures to Promote Through Facebook Chatbots

08:31
14

Quiz - Chapter 2

Chapter 3: Psychological Principles of Persuasion in Effective Bot Design

15

Commitment and Consistency in Chatbot Design

14:55
16

Increasing Customer Value With Reciprocity

14:25
17

Using Social Proof to Build Trust and Identity

11:41
18

Likability - Your Secret Weapon to Successful Bot Marketing

11:07
19

Using Scarcity to Drive Your Customers to Convert Faster

08:42
20

Understanding the Fogg Behavior Model and How to Use It to Your Advantage

15:53
21

Quiz - Chapter 3

Chapter 4: Building Killer Chatbots With Mobile Monkey

22

What is Mobile Monkey

04:12
23

Creating a Mobile Monkey Account and Connecting Your Facebook Page

05:41
24

Viewing Active Bots and Adding Users

02:42
25

Create Your First Chatbot

03:22
26

Quiz - Chapter 4

Chapter 5: Learning All About the Mobile Monkey Chatbot Builder

27

Widgets, Page Flow and Organization

08:20
28

Understanding Q&A and What They're Used For

02:07
29

Adding Q&A Items

05:45
30

Understanding Unanswered Questions

03:56
31

Configuring and Editing Bot Builder Settings

03:31
32

All About the Text Widget

06:45
33

All About the Image Widget

00:55
34

All About the Form Widget

09:47
35

All About the Quick Question Widget

07:21
36

All About the GIF Widget

02:40
37

All About the Attachment Widget

02:07
38

All About the Attribute Widget

01:30
39

All About the Connection Widget

03:10
40

All About the Email Widget

03:06
41

All About the Gallery Widget

06:02
42

All About the List Widget

02:32
43

All About the Navigate Widget

03:03
44

All About the Typing Widget

03:03
45

All About the Video Widget

02:37
46

Quiz - Chapter 5

Chapter 6: How to Wield the Mobile Monkey Chat Blaster Like a Jedi Master

47

What's a Chat Blast Anyway

03:14
48

A Few Useful Chat Blaster Use Cases

05:32
49

Chat Blasting Vs. Drip Campaigns

05:46
50

Planning Four Chat Blast Ideas - Part 1

10:11
51

Planning Four Chat Blast Ideas - Part 2

12:08
52

Organizing Our Chat Blast Pages in the Mobile Monkey Page Builder

04:48
53

Building Our Coupon Chat Blast

10:47
54

Testing Our Chat Blast Before Blasting

04:43
55

Launching Our First Chat Blast- Naming, Audience, Page and Purpose

08:30
56

Building a Chat Blast to Drive Phone Calls

13:55
57

Building Our New Product Line Chat Blast

15:44
58

Building Our Competitive Advantage - Awareness Chat Blast

18:42
59

Analyzing Chat Blast Results

01:47

Chapter 7: Understanding Lead Magnets and Using Them to Build Your Contact List

60

Why Are Lead Magnets Important

05:05
61

Installing Your Chat Widget on a WordPress Site

06:05
62

Installing Your Chat Widget on a Shopify Site

01:17
63

58: Installing Your Chat Widget Through Google Tag Manager

04:53
64

Link to Messenger and Adding It to Emails and Blogs

09:29
65

Adding the Checkbox Plugin to Your Web Forms

03:10
66

How to Use Facebook Comment Guards

16:33
67

Creating Facebook Messenger Landing Pages

13:09
68

Quiz - Chapter 7

Chapter 8: Facebook Messenger Ad Campaigns Using Your Mobile Monkey Chatbots!

69

What Are Facebook Messenger Ads

05:31
70

Messenger Ads Best Practices and Sample Strategies

12:14
71

Creating a New Messenger Ad Campaign in Facebook

08:35
72

Designing a Messenger Ad

13:26
73

Completing Messenger Campaign Creation in Facebook Ads Manager

06:37
74

Drafting Our Mobile Monkey Messaging Campaign Blueprint

06:30
75

Creating and Naming All Our Pages in Mobile Monkey

03:32
76

Building Our Messenger Landing Page in Mobile Monkey

04:21
77

Finishing All the Other Facebook Messenger Bot Pages

13:54
78

Duplicating Your Ad Groups to Try Different Targeting Settings

07:45
79

Setting Up Mobile Monkey Q&A and Other Loose Ends

06:28
80

Quiz - Chapter 8

Chapter 9: Understanding Audiences in Mobile Monkey and Using Them to Your Advantage

81

What Are Audiences in Mobile Monkey

07:54
82

Creating an All Contacts and Gender Based Audience

04:12
83

Timezone and Last Active Based Audiences in Mobile Monkey

06:33
84

Creating an Audience Based on a Custom Variable

06:26

Chapter 10: Building Our First Mobile Monkey Drip Campaign!

85

What Are Drip Campaigns and Drip Campaign Best Practices

06:53
86

Practical and Useful Drip Campaign Ideas

06:43
87

Building and Reviewing Our Drip Pages in Mobile Monkey (10.3)

07:53
88

Creating and Launching Our First Mobile Monkey Drip Campaign

08:39

Chapter 11: Using the RSS Blaster in Mobile Monkey

89

RSS Feed Step by Step and Best Practices (11.1)

09:56
90

Quiz - Chapter 11

Chapter 12: Becoming a Mobile Monkey Power User With Advanced Integrations and Connections

91

What Are Connections and When Would You Use Them

02:49
92

Creating a Connection to Google Sheets (12.2)

14:18
93

Creating a Connection to Gotowebinar

09:37
94

Send New Leads to Your CRM - Hubspot

07:26
95

Send an SMS to Your Sales Team When a Contact Requests a Callback

09:59
96

Quiz - Chapter 12

Chapter 13: Understanding Your Mobile Monkey Audience Insights

97

Contacts - Searching, Exporting and Deleting

02:32
98

Audiences in Mobile Monkey

02:04
99

Forms - What They Are and How to Use Them

01:42
100

Bot Analytics - How to Find Useful Information Using Mobile Monkey Analytics

02:45

Chapter 14: Staying on Facebook's Good Side: Chatbot Compliance

101

What You Need to Know About Staying Compliant With Facebook (14.1)

04:10
102

Getting Approved for Subscription Messaging (14.2)

08:43

Chapter 15: Conclusion ... Goodbye for Now but Stay in Touch!

103

Thank You, Getting Help, Final Thoughts

04:16

Final Quiz

104

Final Quiz

Lesson Info

Using Scarcity to Drive Your Customers to Convert Faster

Howdy chat about fans. And welcome back in this lecture, we're gonna talk about the principle of scarcity. An age old principle of persuasion that still works wonders when used correctly, simply put the scarcity rule states that we assign value to things based on how rare they are based on how hard they are to get and how likely we are to potentially miss out on the opportunity to get them and to have them something in short supply or something that might not be around for much longer is therefore more coveted and more desired and considered more valuable. It's a very, very potent principle of persuasion and without going into lots of different studies and the research that has been done around this concept, You could trust me and you could trust the research that this is something which is very powerful and very true and works very well. People are motivated tremendously by the fear of losing something more so they are than the than the gains of getting something. And this is importan...

t to know because this is going to help you phrase and word your messages around scarcity. Um, in a study that was done, I know I told you I won't go into any studies, but here we are. People were much more likely to agree to pay for home insulation when the marketing messages were phrased around what they're going to lose by having insufficient insulation more than they were. And they were less willing to actually go and insulate their homes when the marketing messages were phrased in a positive way by what they had to gain by getting the proper insulation. So remember that concept when it comes to phrasing your own marketing messages and creating scarcity and senses of urgency throughout your bots, scarcity is a widespread tactic that's used by almost every successful brand, especially e commerce companies right? You see um amazon and other e commerce brands always show only a few items left or a specific number of items left, limited time promotions. And those are the two ways that scarcity usually takes form in the form of limited quantities. There's only a few left of something making a person feel that if they don't act quickly there, you know we're not gonna have any more left for you to have. Um it could also be used successfully in the form of a promotion that has a deadline, right? So we might not necessarily be conveying that there's a limited quantity of this item but we are conveying that this special promotion or this sale or this special feature will only be available for a certain amount of time. And when you, when you can combine both of those together, you have something very, very powerful, scarcity is much more powerful and it works much better when it can be contrasted to recent abundance As opposed to just conveying that this was always scarce. So you want to say we had, which is why Amazon doesn't just say there's only 10 left. It shows a slider, right? It shows a long line or a bar and a tiny little sliver of yellow or green. That indicates this is how much amount of the total we started with our left right and this is done on purpose. This is done because they know that when you contrast scarcity with prior abundance it's a much more powerful and potent motivational factor um, and just to take this one step further. This is this is especially true when the scarcity is a result of social demand as opposed to there being some mistake with inventory or quantities or something like that. So for example when when an e commerce brand conveys that, not only do you have limited quantities remaining but the limited quantities used to be a lot of quantity and the reason why there's limited quantity that remains because people like you have bought it, wow, you've combined three different persuasion techniques over there and that's how you're going to be successful with marketing and you could create chatbots that convey these things extremely powerfully and extremely eloquently and extremely effectively. So just take a look at this quick example um, I wrote this chatbots as an example for using scarcity in boat design. It says, hey Isaac jake here from the oxygen store. Just a friendly reminder that our annual sales event is ending tomorrow morning. Okay, so there you have scarcity in the form of a deadline, the sale is over tomorrow morning, we have a handful of portable oxygen concentrators left at up to 70% off retail. Okay, So that's the second component of scarcity. Where not only do we have a deadline on this promotion is only a few items that remain at the sale price, but since the sale has been running for two weeks now, our supply is extremely limited. This is the contrast principle, right? The there was an abundance of time that the sale was running and now it's almost done. So the abundant, the contrast to the abundant contrast doesn't only have to be with regard to quantity of product left. It can also be with regards to how long the sale has been running. Okay, so we have three different key components here. Here's the 4th, 325 other athletes gearing up to the 2019 ski season have purchased new units on sale during the past week. So now we're using this concept of social proof where people like you because obviously we would be now targeting athletes and if we can, if we have enough data, will be targeting skiers. Um, people like you have been buying over the last week. And the fourth concept is that the reason for that scarcity is social demand. We didn't just make a mistake or we don't just have to get rid of them because they're they're they're bad units or their defects or their defects or they're scratch and dent other, the reason why they're scarce now and they used to be abundant is because people like you have been buying them. It's a very, very powerful message. And you see that a message like this has so much thought and so much analysis that goes into it. Here's a link to our remaining inventory and there's a link to the final sale. So if this was going to really be fleshed out as a full bot, we would start off with a question. We would use some other principles. But here's a very powerfully concise message of scarcity and urgency that brings in 34 really solid persuasive concepts and a message like this will work. Cause I've seen messages like this, work for our clients over and over and over again. Just a couple different ideas here in the bullet points promote limited quantities of popular items. You could send messenger bots out before and during the sale of promotion so you could gear people up psych people up through messenger bots and and and chat blasts before the promotion and then have a drip campaign running throughout the course of the promotion. Another thing to reiterate, use be concrete and be objective. Use actual numbers. Use dates, urgency is created when the urgency is concrete and objective. So don't just say our promotion is ending soon. Like, and if you look at my message, if we say that the promotion is ending tomorrow morning, 325 other athletes bought from us in the past week be concrete be objective. Those, it just works much better. Um, create offers with deadlines, right? So that's another a lot of brands sometimes forget about that part. They just talk about there's only a few left of the chance of missing a deal is very, very powerful. It's just as powerful as the chance of missing out once these quantities are gone. Um, and then again, very important, anchor that sense of urgency to social demand. Like I wrote in this message over here on the right when when the potential prospect realizes or or perceives that the reason why things are scarce. Now, the reason why quantities are limited is because Other people like me are buying them. It's much more powerful and much more effective. Um, and then contrast with prior abundance. Just a couple different examples. One example is we had pairs of headphones in stock and now we're down to our last 35 contrasting with abundance. We had seats reserved for the seminar and now we have only three spots left contrast with abundance. This year has been going on for three weeks. And now we're in our final day contrast with abundance. So these are just different ways that you could use scarcity in your boat design And I want you now before the next lecture to take a pen and paper or type it out put together 2356 scarcity should come easy whether you're a service business. If you're in the e commerce, I admit it's easier, but it's not impossible to do in a service business. It could be with event registrations, webinar seats, um, limited number of promotional coupons are offering for pressure, washing decks, whatever it may be if you're creative enough, I guarantee you, you could come up with really good effective ways to um, include a sense of urgency and create and manufacture a sense of urgency in your chat bot messages using these principles of scarcity contrasting with abundance. And most importantly, don't forget the reason for the scarcity should be due to social demand. Um, I hope you're enjoying the stuff. I hope you're learning something from it. I hope you're coming up with some great ideas. Um, the next lecture I'm excited about, we're gonna talk about the fog behavioral model, It's gonna be a whiteboard video, Maybe a couple of, maybe a little bit of a slide to begin with. But enough introduction to the next lecture. I'll see you there in a few seconds, cheers for now.

Class Materials

Bonus Materials with Purchase

MobileMonkey Support
Facebook Chat Bot Marketing Mastery

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