One of the fundamental characteristics of a human being is a tendency towards procrastination.
And when it comes to reaching for our wallets and buying something, that tendency to “think about it” is incredibly strong, even when we actually want to make the purchase.
That’s why creating an authentic sense of urgency is a crucial component of compelling copy.
In less skilled (and less scrupulous) hands, that sense of urgency is manufactured. It’s a fake or illogical high pressure sales tactic that turns most people off and blows the sale.
Here’s the smart way to communicate natural urgency that Michel so keenly recognizes:
Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating.
There is a fundamental difference between the two.
What Michel means is to be of service to the prospect, rather than your own self-interest. If what you offer is quality, odds are you’ve got an interested buyer who is only procrastinating.
Don’t run them off by being stupid… help them to make the move they likely already want to take.
The way to do that goes back to the magic word because.
Give people a logical reason why they should buy now, and more people will.
And you can’t just make up the reason.
Effective marketers, however, will find one.
UPDATE: Coincidently, just days after Michel and I both commented on using urgency in online sales copy, Marketing Experiments releases findings on the topic. They conclude that creating urgency will almost always increase sales, while cautioning against the same credibility-killing mistakes that come with “manufactured” cut-off points. Good stuff, and here’s a direct link to study itself.