umans are hardwired to want things -- now.

It’s
called instant gratification, and it’s a powerful force.
It can make people convert, as long as you’re doing
the right things. But do you know how to use instant
gratification for marketing?

If you dig into the psychology behind instant

gratification, you’ll be able to understand how and
why this is such a powerful force. Then, you’ll be
able to introduce strategy into your marketing that
will create incredible appeal.

What is instant gratification?

Instant gratification is the desire to experience
pleasure or fulfillment without delay or deferment.
Basically, it’s when you want it; and you want it
now.

Instant gratification is the opposite of what we’ve

been taught and try too hard to practice — delayed
gratification. Waiting is hard, and there is an innate
desire to have what we want when we want it, which
is usually without any delay.

Instant gratification and the ‘pleasure principle.’

In most psychological models, humans are believed
to act upon the “pleasure principle.” The pleasure
principle is basically the driving force that compels
human beings to gratify their needs, wants, and
urges. These needs, wants, and urges can be as basic
as the need to breathe, eat, or drink. But they can be
as complex as the “need” for an iPhone 6 or some
other cool new product.

When we don’t get fulfillment, our psychological

response is anxiety or tension.

Related: Which Social Media Accounts Really

Matter and Why

Instant gratification is fueled by modern devices

and information exchange.
Not all instant gratification is bad. There’s nothing
wrong with wanting or needing things, experiences,
or products in a timely manner. It’s important to
balance our desires with a realistic sense of timing
and patience. By itself, though, instant gratification
isn’t a negative thing.

Instant gratification is expected in many contexts.

We gain instant feedback from our devices, because
we’re constantly plugged in and turned on. Social
media gives us instant ability to upload videos,
photos and status updates. We receive instant
feedback from our social followers. We respond in
near real time to emails and tweets. We have the
ability to make things happen without having to
wait.
Because our devices are ubiquitous, our
connectedness is constant. There’s very little
patience required.

We even expect business growth -- a phenomenon

long considered to be gradual -- to happen overnight.
Like the viral explosion of a YouTube video, we
want to hack business growth for viral expansion.
The pursuit is admirable, even if the results aren’t
always what we desire.

Providing Instant Gratification in

Marketing
With respect to a human’s hardwired tendency to
want gratification, digital marketers can deliver in an
effective way.

The big-picture way to give your audience instant

gratification is to provide something now. I’ve
provided specific tips in the section below. The real
application of this, though, is going to depend on
your business. What can you give