What are the two essential components of any effective sale or promotion?

Every sale has two fundamental components. First is incentive - this can be a percentage off, free shipping, or any offer that gives people a reason to act. Second is scarcity - a window of time that is going to close, creating urgency. When you combine these two elements and talk about your art with whatever creative angle you want (basement blowout, seasonal sale, any theme), you have an effective promotion. The specific percentages, themes, or creative angles don’t fundamentally matter as long as you have an incentive to act and a limited time window.

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Asked by general teaching point · Answered by Nick Friend · art-marketing-podcast · 2020-09-02