Robert Fitzpatrick of New York had put his money where his faith is: The 60-year-old retiree spent $140,000 — almost everything he had — on hundreds of billboards proclaiming the Armagedon that Camping predicted.
I don’t watch much TV so I hadn’t heard about all this silliness until a day or two before the end of the world. In fact I still don’t know all the details like “who is this guy?”
My big question is how did he do this? How did he come from nowhere and generate this much publicity and attention and then convince some of these people to do something big, like part with thousands of dollars, change their behavior, etc. In sales, this is called a conversion. I guess they call it that in religion too…. hmmmmm….
If he can get this many people to act on something that is so “out there” after he already promised and didn’t deliver he’s doing something right in terms of marketing.
Imagine how far just a little of that would go if it were something that is actually tangible, real, and beneficial were involved like a good product, a worthwhile charity, etc.
1. I’m guessing that for starters he knew his audience – he first appealed to people in the market for doomsday and the end of the world. There’s a niche for everything. He identified and isolated the people who were eager and anxious to buy what he’s selling and connected directly with them by offering a solution to their problem. He filled the rapture-shaped hole in their heart.
2. He went big. There are lots of nuts out there saying things like “the end is near.” This guy got specific and promised to deliver big. He slapped a date and time on it and threw in earthquakes and cataclysm, etc.
3. Utilized free publicity. I imagine the word spread faster among his skeptics than it did the believers.
4. Exclusivity. People are more likely to buy something when they feel like its a special deal just for them. It makes them feel special and a part of something. This sales tactic is an oldie but goodie.
5. Urgency. Another old saw. “Act now while supplies last.” Putting a date on it forced people to choose between going all-in and fretting or jeering on the sidelines.

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