I felt a rush of euphoria seconds after buying. Like a drug, that good feeling often gives way to a crash.
This time the crash never came.
It was only a $35 purchase, but I still felt that familiar buyer’s high.
No doubt, you’ve experienced this yourself.
Think of an unfulfilled craving. Imagine it becomes available to you. You decide to buy it. At the moment of buying, you feel a rush of delight.
Any purchase that fulfills a desire creates that same feeling.
It could be a material object like a car or super bowl tickets. Certain info products produce a similar effect. An expensive course promising you riches creates the same euphoria.
You reach the peak of your high right after buying. Soon, the high fades. It’s not long before buyers remorse sets in. That’s the crash.
Did I do the right thing?
Will I regret it later?
At some point, we rationalize the spontaneous purchase. We move on with our lives and repeat the process.
Avoiding The Crash
Smart sellers seek to avoid the crash almost as much as the buyer. A long term happy customer rewards you with repeat business.
One business that avoids buyers remorse is audible.com.
Yes, their prices run much lower than expensive material objects or coaching programs. Still, they tapped into a model that not only avoids the crash but creates a double high.
What Is A Double High?
Each month your account gets one new credit. Seeing that credit in the upper right of the screen feels like money in the bank. One credit buys you an audiobook of any price.
Yesterday, they offered members a great deal. You can buy three credits for an average of eleven dollars and change per credit. The lure of the great deal created that initial buyers high.
Here is the genius of the credit system.
You get the initial rush of buyers high when you purchase. You also get an additional high later when you redeem the credit.
Plus, you avoid the crash because the credit acts like money in the bank.
Of course, this approach lends itself to pleasure purchases, things we desire. Car repairs, medical visits, plumbing emergencies seem ill-suited. Those are things we hate spending money on.
At first glance, it seems a poor fit for most businesses. With a little creative thought, you can open up some interesting possibilities.
I conjured up a few examples to show you the possibilities. I have no idea if these make business sense. Still, it’s worth exploring even if just for the creative effort.
Selling a pack of season tickets by credit. You redeem the credits later when you select games you wish to attend.
Exotic car leasing company gives you a credit every quarter. You redeem a credit for a new car to lease
A musical instrument rental place offers a monthly credit. Buyers get to experience a new instrument whenever they earn a new credit. They bank the credit if they wish to stick with their current one.
Before You Go…
I write about marketing, creativity and writing. I’m giving away guides on creativity, bullet writing and editing checklist? Click here to get yours.
If you found value in this story, please click on the “clap” button below. That helps others find it. Or, share it on social media. Connect with me on Twitter