In Psychology, we were taught that humans have the tendency to think through their actions whenever there is a gap between time and action. That is, people are most likely going to think at least twice before acting - before taking action, and the second time they think are not usually in your favor.
This same phenomenon is applied whenever people want to buy something. Take, for instance, if you see something that you like and want to buy before you bring out the money, you must have thought about it at least two times. The first time you think about it, all you ever imagine are the sweet things that will happen if you buy the product.
Hardly will you remember that you've debt to pay or that you don't have enough food at home. Imagine that you see a course someone is selling on how to make 500,000 in 2 weeks. If you're interested in such an offer, the first thing that comes to your mind is the beautiful things you'll accomplish if you start earning 500,000 in 2 weeks.
You'll almost likely not think about the dark side of such a statement - like what if the person is lying. What if it's not possible to achieve that in 2 weeks using the business model the person is preaching? These are things you won't notice at first thought. But when you think about it the second time, you begin to move away from emotions to logic. You begin to ask critical questions like the possibility of making such an amount in 2 weeks.
So, whenever you give prospects time, they will second-guess your offer and possibly resist buying from you because they will move away from your exploitation of their weakness - greed. Having known that, your obligation as a smart marketer should be to ensure that prospects make an 'on-the-spot' buying decision. You want them to take action immediately after they see your offer without second-guessing.
If you want to increase your conversion rate, you must be smart enough to keep their thought from shifting from your intended action - which is to buy immediately. There are many ways to achieve this. One is the popular use of FOMO. This approach involves using a limited-time offer to hold their thought to ransom. For those that sell physical products, 'We've only 3 left' will hasten them to buy immediately because they don't want to miss out once the product is finished.
For those that sell digital products, 'By 12 noon, registration will close' can trigger them to start registering immediately. Of course, for this strategy to work wonders, the offer must be something that people are actually interested in. It must be something you've recorded success with others.
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