In some countries, like Russia, Portugal, Italy, China and India, restraint is not just a virtue, but a way of life. Generations are raised with the undercurrent that fun and enjoyment are excess or occasional gifts meant to spice up life - at least for the majority of the people who live there. In indulgent countries, like Mexico, Sweden, Australia, the UK, and the United States, fun is virtually viewed as a right.

If America was a person, she may not be the life of the party (that’s definitely Mexico), but she’s absolutely an extrovert. She likes a challenge and loves to work hard, but she also feels fulfilled with many kinds of friendships, some of which are casual and care-free, and struggles to thrive under systems with a need for too much discipline or self-control. While of course there is a spectrum of values in the population, the average American is more indulgent in nature than the majority of the world.

If you can understand this as a small business, maybe you can even learn to love, work with, and even mature it into a deeper version of itself. Online, Americans are often the connectors. They use the internet for the loose socialization they appreciate in reality and explore other countries and spaces frequently. They are quick and open to sharing fun information, trends, and humor.

Americans are less likely to judge your business for candidly expressing itself and more appreciative of direct, honest discussion. Their general ability to connect quickly also allows you to add variety to your marketing without too much fear of losing your audience. They are used to diversity and, in general, find fast ways to relate.

The ability to savor the pleasures in life is often preceded by an optimistic disposition. It may be hard to believe at times, but this is actually true of America. We are optimists. Even in the midst of struggle, we like partaking in joy, humor, and friendly comedy. No matter what your niche is, keep in mind all Americans want to have fun. It’s your job to find what’s fun for your market.

You’ve seen scarcity used on every platform. We all have. Hell, we have even used it! “One day sale” and “Only 3 available” or even the idea of an early bird window all pull on this marketing tactic. Based on our previous chats, you may guess this is useful because it targets the primal brain. In ethical marketing, though, the goal is not to manipulate the audience, but to serve them as best you can. When it comes to using scarcity, then, we need to orient ourselves around positive urgency rather than fear tactics.

It should go without saying, but deadlines and numbers should be honest and practical. What are the deadlines you actually need for the backend work? How many products are actually available? We also need to recognize that humans were designed to be seasonal creatures, rather than having nearly everything available all at once.

Our world now has so many options, 24/7. It can actually be helpful, then, for businesses to create some windows of services and remove some of the decision-fatigue of daily life. In turn, this also creates demand for your customers when those windows are open. If it’s a seasonal event or product, for instance, they begin to look forward to it; and, if you do it with intention, it helps to create rhythm in their lives and in your community. Take a look at your business and look for areas where you can benefit your client with rhythms and positive urgency.