Some of the best marketing lessons I have ever learned did not come from a course or a conference. They came from a small traveling circus in Texas.<\/p>\n
Years ago, I took my son to a local circus — not the massive Ringling Brothers production, but a smaller touring show with elephants, high-wire acts, and trapeze artists. It was perfect for a three-year-old, and it was a fraction of the cost. But what stuck with me most was not the show itself. It was the marketing.<\/p>\n
At intermission, the ringmaster announced that special bags of peanuts would be available for purchase — but only during the 15-minute break. After that, they would be gone. Not available at the concession stand. Not available anywhere. Gone.<\/p>\n
Then he spent the entire intermission reinforcing the scarcity. He counted down the minutes. He reminded the crowd that time was running out. He whipped the audience into what I can only describe as a peanut frenzy.<\/p>\n
Here is the thing: I did not want peanuts. I had already bought popcorn and my son had a snow cone. But I caught myself seriously considering buying the peanuts because they were about to be unavailable. The urgency was completely artificial — the circus had simply decided to limit the sales window — but it worked. I could feel the pull.<\/p>\n
That is exactly how urgency works in online marketing. A limited-time bonus, a price increase at midnight, an enrollment window that closes on Friday. The deadline creates a reason to act now instead of later. And “later” almost always means “never” in marketing.<\/p>\n
But the ringmaster was not done. He also announced that some bags of peanuts contained a special ticket. If you found one, you could trade it in for a giant helium balloon — the kind of massive, colorful circus balloon that makes every kid lose their mind.<\/p>\n
This had two effects. First, it was a classic bonus play. Buy the peanuts, maybe get a balloon. That is the same psychology behind “buy my course and I will throw in these three bonus guides.” Bonuses increase perceived value and tip people from “maybe” to “yes.”<\/p>\n
But the second effect was more interesting. Because there was uncertainty about whether you would get the balloon, people bought multiple bags. I watched parents buy three and four bags of peanuts, trying to find a winning ticket. The element of chance turned a single purchase into multiple purchases.<\/p>\n
You see this same principle in online marketing when people use contest mechanics. “Tweet this post for one entry. Leave a comment for another. Share on Facebook for a third.” The more actions someone takes, the better their odds. It drives engagement through the roof.<\/p>\n
These two lessons from the circus have not changed in the 16 years since I first wrote about them, and they will not change 16 years from now either. They are baked into human psychology.<\/p>\n
First, create genuine urgency.<\/strong> I do not recommend manufacturing fake scarcity — customers see through it and it erodes trust. But real urgency works. A limited-time bonus you are actually going to remove. An introductory price that genuinely goes up on a specific date. A live cohort that starts on a set day with limited seats. Give people a real reason to act now.<\/p>\n Second, offer a compelling bonus.<\/strong> People want to feel like they are getting a deal. A well-chosen bonus that complements the main offer can be the difference between a sale and an abandoned cart. The bonus does not need to be expensive to create. It needs to be relevant and valuable to the buyer.<\/p>\n Everything you need to know about selling online, you can learn at the circus. Or maybe internet marketing just is a circus. Either way, urgency and bonuses sell. They always have, and they always will.<\/p>\n