Quick, buy it while it is on sale!

​Colleagues,
 
One of the keys to good marketing is creating a sense of urgency in the buyer’s mind. Why? Because urgency causes us to act without thinking everything through. It also focuses us on the immediacy of perceived loss if we don’t act quickly.
 
Last Saturday I was deep into our kitchen mini-remodel, part of which includes a new sink. I was in the habitat for Humanity Restore looking for treasures and found a new garbage disposal. It was a $150 disposal priced at just $50. It had never been used!
 
I got all excited. We’d never had a garbage disposal before and this was a great bargain. I knew it wouldn’t last long and that I needed to make a decision right then and there.
 
However, as I began thinking it through, I realized a couple of things:

1. I didn’t know how to install a garbage disposal
2. It would require an additional electric plug and switch
3. We had raised four kids and never had a garbage disposal.

 
I realized that the idea of getting such a great deal was driving my desire, and that a new garbage disposal really wouldn’t add to my quality of life.
 
In fact, the disposal would have cost me $50 plus more for wiring and taken a couple hours of time. That time would add to the hours that we were without a kitchen sink. I closed my eyes and could see mountains of dirty dishes.
 
I put the disposal back on the shelf and drove home imagining what I could do with $50 and a couple of spare hours.
 
Do good and be well,
 
Frederick