You’ve seen this trigger more times than you can count…
“If you’re one of the first 50 buyers, I’ll include a free guide (worth $59)…”
“Download now to learn how to turn off the static in your life so you’ll sleep better tonight.”
“Don’t wait. Tonight at midnight this discounted special rate will disappear forever.”
“Seats are limited and filling fast. Call now so you won’t have to wait another full year for this opportunity to come again.”
The sense of urgency trigger should be used only under two conditions: appropriately and with integrity. Don’t propose a sense of urgency where none exists. Doing so is 1.) fraudulent; 2.) won’t win you any fans; and 3.) will destroy your credibility.
If you say you’re strictly limiting access to something at a discounted rate, then strictly limit it. Don’t fudge the rules even if your mother asks for it after the supply has been exhausted.
Use a sense of urgency when…
- Your product or service can alleviate or eliminate someone’s physical, mental or emotional pain quickly
- Your offer is truly time-limited or supply-limited (for example, if you’re losing money to offer the first fifty of something for free or as cost)
- Some catastrophe seems imminent (e.g., an impending natural cataclysm — hurricane, tornado, tsunami) and your product (plywood for boarding up windows) or service (transportation to get people out of harm’s way) can benefit those whose lives and livelihoods are in peril.
I’ve seen the “sense of urgency” trigger misused and abused. Don’t be a perpetrator of the offense.
