The phrase denotes a persuasive tactic, often employed in sales or marketing, where additional features, benefits, or items are offered to a potential customer after an initial agreement has seemingly been reached. A common example involves an infomercial, in which a product is presented, and then, just as the sales pitch appears to conclude, the presenter exclaims, “But wait, there’s more!” followed by the announcement of further incentives.
This technique is significant because it capitalizes on the sunk cost fallacy and commitment bias. By initially securing the customer’s interest and implied agreement, the added elements make the overall offer appear significantly more valuable. Historically, this strategy has been prevalent in direct response marketing, live demonstrations, and door-to-door sales, proving effective in increasing sales conversion rates and perceived value. Its benefits include enhanced customer engagement, increased order value, and the creation of a sense of urgency.
