Why? Because our brains love solving our pain-points "instantly."
The ability to delay gratification is a trait that many researchers have said is paramount to being a successful, healthy individual. If you are familiar with the famous "marshmallow experiment", you'll recall that researchers found those kids who were able to defer their gratification increased their likelihood of becoming successful adults.
What the heck does this have to do with your business?
The reason that deferred gratification is such a hot topic is because our brains are known to love chasing instant rewards: several MRI studies have shown that it's the frontal cortex that fires up when we think about "waiting" for something.When we think about an instant reward, however, activity occurs in our mid-brain, and that's what gets us primed to buy.
Words like "instant", "immediately", or even "fast" are known to flip the switch on that mid-brain activity.
The temptation to fix our problems instantly even works on conservative spenders, so you can be sure that your customers are much more likely to give your product a chance if they know they won't have to "defer" their gratification to a later date.Even if you aren't able to ship things immediately (not everyone sells digital goods), reminding your customers that their purchase will arrive "quickly" can be the small-push needed to make the sale.
G Co Group Blog Team