"Pent-up demand": What is it and can you screw it up?

marciayudkin · 10-05-2009, 11:22 AM

Does anyone have any insights on the dynamics of "pent-up demand"? (Or refer me to someone who talks about this...) This is the phenomenon where you offer something to your list and tons of people who already follow you and respect you rush to take advantage of your offer because it's a new product from you and not really offered at all much of anywhere else.

If you're going to introduce something that you think might fit this concept, what should you do and not do to get the most from your list?

For example, I am thinking of running a small pilot version of a new course, and I'm wondering if I should seek the participants outside of my regular list so that when I introduce the "real" course at double the price, I can take full advantage of the introduction to my list.

OR, would it be better to announce the pilot course to my regular list, allow in only a small number of people and create a waiting list at that time for the "real" course?

I would be grateful for any perspectives on this. I've heard marketers, especially Dan Kennedy, mention "pent-up demand" but I have never heard anyone analyze what it is and how it works.

Thanks!

Marcia Yudkin

10-05-2009, 11:22 AM	#1
marciayudkin Marketing Mentor War Room Member Join Date: Feb 2008 Location: Maui and Massachusetts Posts: 1,226 Thanks: 139 Thanked 645 Times in 305 Posts Social Networking	"Pent-up demand": What is it and can you screw it up? Does anyone have any insights on the dynamics of "pent-up demand"? (Or refer me to someone who talks about this...) This is the phenomenon where you offer something to your list and tons of people who already follow you and respect you rush to take advantage of your offer because it's a new product from you and not really offered at all much of anywhere else. If you're going to introduce something that you think might fit this concept, what should you do and not do to get the most from your list? For example, I am thinking of running a small pilot version of a new course, and I'm wondering if I should seek the participants outside of my regular list so that when I introduce the "real" course at double the price, I can take full advantage of the introduction to my list. OR, would it be better to announce the pilot course to my regular list, allow in only a small number of people and create a waiting list at that time for the "real" course? I would be grateful for any perspectives on this. I've heard marketers, especially Dan Kennedy, mention "pent-up demand" but I have never heard anyone analyze what it is and how it works. Thanks! Marcia Yudkin
	Author, Meatier Marketing Copy, available in paperback, Kindle, Nook, Audible audiobook “There are few genuine thought leaders in the field of copywriting. Marcia Yudkin is one of them. The strategies she presents in Meatier Marketing Copy are all easy to understand and implement, yet profoundly insightful. If you want to write marketing copy that sizzles and sells, this book is a must-read.” - Steve Slaunwhite, Author, Start & Run a Copywriting Business, Co-Author, The Wealthy Freelancer