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Enter your email address to download the digital guide to writing your Home, About and Services page like a pro (with templates and swipe copy). So you can stop wondering will this copy convert? and ensure conversion? Is inevitable

Create the urgency to buy, using copy that’s persuasive (not pushy)

I want you
I need you
I’ve gotta have you

Has someone said that to you lately?

Nah, me neither … *sigh*

Feels good when someone does though, right?

And it feels equally as good (if not better, depending on who’s saying it) when it’s about the services you sell.

Because when someone finds the work you do irresistible, wonders where you’ve been their whole life, and clicks ‘buy’ like it’s going out of style … you know it’s a match made in business heaven.

But what if they don’t?

What if, no matter how many times you switch up your copy, the sale just doesn’t happen?

What if you’re driving internet-tons of traffic to your site that simply doesn’t convert?

What if, after hoping, wishing, and praying to the gods of the Law of Attraction, you click refresh on your PayPal account and all you see is a sad, lonely $0.00?

It could mean one of two things:

  1. The copy on your sales page doesn’t create a sense of urgency
  2. There’s a constipation pandemic and every person the world over’s preoccupied with their bodily functions, so your sales campaign takes a back seat

Despite my (non-existent) super powers, I can’t help you with the second one.

What I can help you with though, is the first.

Creating urgency in the sale is a technique used by every marketer since the creation of human beings with the ability to communicate.

And, despite what the skeptics wrongly assume, creating urgency isn’t about manipulating someone into handing over their money – it’s about working with human psychology.

(Yes, this is the point at which I wear a white lab coat, comically huge black-rimmed glasses, and grasp a clipboard with authority)

A feeling of urgency’s linked to the fight or flight reaction we all instinctively have.

Something dangerous heads towards us, it’s important to react quickly – or we’ll risk losing a limb. So we instantly decide to either fight it, or run like a champ.

Now, buying something isn’t exactly akin to potentially losing a limb, but the brain processes are very similar – our brains quickly assess the risk involved before deciding:

The risk of missing out the service because you didn’t decide quickly enough
The risk of not being one of the chosen few who gets to use the service
The risk of thinking you can buy the same thing elsewhere only to find you can’t

And it’s the risk of this that your copy needs to create.

By doing this, you understand that human beings are lazy creatures that are easily distracted.

Yes, Lucy may land on your sales page, think you’re the coach that’ll magically transform her life, and feels eager to buy your brand-spanking-new coaching package.

But if she doesn’t feel like she has to act immediately? She’ll be more than willing to be consumed by the email from Billy in Accounts, whom she’s had her eye on for the last month.

And then her boss will call her asking [insert random-yet-pointless request here].
The meeting that was due to start in 3 hours gets pushed to now.
She breaks a freakin’ nail.

In other words – she gets distracted. Her attention gets pointed elsewhere and remains there … all because your sales page didn’t encourage her to act now.

It doesn’t matter how badly she needs your coaching services, or how much money she already has to invest in it.

The fact that her attention’s been diverted to something else means you’ve lost out on the sale.

And the next time she decides she wants to hire a coach? She’ll buy from the most recent coach she received a link to a sales page from. 

Dammit.

Let’s remedy that, shall we?

Here are 3 techniques you can use in your copy that creates the urgency to buy now:

Technique 1put a ring time limit on it. Open up the sale to end in five days. Or three days. Or today.

Technique 2 – offer it to a specific number of people. You’re only taking on 5 clients. The product you’ve created is limited to the first 150 people who buy. You’re only working with business owners who earn in excess of $200k a year.

Technique 3 – give a one-time-only bonus. A product you created earlier is complimentary to the one being sold, so you’re offering it for free. You have a monthly subscription service that’ll be free for the first 2 months. You’ll give each client an extra hour of your time.

And if you’re feeling especially bold? Try all three. I dare ya.

 

Question for you: What’s your opinion on this sales technique? Will you use it in your next sales campaign?

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{ 19 comments… read them below or add one }

Keith Clarke July 27, 2015 at 5:08 pm

Hi Raz,

I like these and will most likely use them all. Although, apart from my coaching packages, I don’t have any other products to offer up… yet. That’s a work in progress 🙂

I suppose I can discount my packages, but I like the idea of throwing in something else.

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Razwana Wahid July 28, 2015 at 8:45 am

People definitely like to think they’ve received something for free. And you don’t have to do this for a product either – you could offer a promotion for a few days alone where you take on a small number of clients for a very specific coaching package – i.e just relationships, or just careers.

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Keith Clarke July 29, 2015 at 12:31 am

Ok. I like. Cheers 🙂

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Marianne July 28, 2015 at 4:43 am

I like #2 a lot. I have seen it done before but never thought to do a limit of customers. I think I may try this.

Shay Bock did this a few weeks ago with her Foodie Pro theme. She sold it for one day at a name-your-price price. I didn’t really need it but bought it anyway! Hook, line and sinker!

Have you heard of Jason, the thirty guy? He got “famous” for selling ads on his tshirts. One for every day of the year. Jan 1 was $1, Jan 2 was $2 and so on… so everyone scrambled to not be the one to pay $365 on Dec 31st. I just saw he’s doing something similar again this week for a course.

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Marianne July 28, 2015 at 4:44 am

That was supposed to be Jason the tshirt guy, not thirty! Haha

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Razwana Wahid July 28, 2015 at 8:47 am

Haha! I was wondering what the thirty thing was !

That’s quite the marketing campaign he created for himself. I’ll be googling him later.

The name-your-price thing is interesting.Did she set a minimum? I’ve seen people starting to do that to stop cheeky buyers paying $1 for something that cost far more to make (and gives way more in value).

What was it about the sale that hooked you in?

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Marianne July 29, 2015 at 4:24 pm

This is the website. http://www.iwearyourshirt.com/

So I believe the minimum was only $1, but I paid $10. I didn’t feel right only paying $1, but I also figured I’d take advantage of the low price. I got hooked in because it was a totally “I may need this later and if I miss out on this, I’ll pay a lot more later.” Her theme is pretty popular so selling a bunch at a low price is no sweat off her back because the work is done and now she’s not only sold probably a whole bunch of copies in a day, but she got more people on her email list.

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Razwana Wahid July 30, 2015 at 4:09 pm

I may need this later is the exact reason why I’ve bought so many courses and they’re sat, unopened and used.

It definitely the fear of missing out at play – so powerful.

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ellisabethe July 30, 2015 at 8:17 pm

Okay, this seems like really valuable advice and I can see how it would work really well but I think I’m struggling to justify it crossing my line of ethics? Where’s the line between getting products and services to people… and manipulating them into buying them? I might need to do some introspection here.

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Razwana Wahid July 30, 2015 at 9:45 pm

I hear this a lot from coaches – the idea that they feel like they’re manipulating people when selling in a certain way.

Consider these points:
– Do you feel manipulated when you’ve signed up to an email list, purchased a product, or shared a post from someone on social media? You’ve been sold to in one way or another, your emotions have been involved, and you’ve willingly said yes.

– When you’re selling your services, are you offering a service of quality that’s you feel is valuable to the buyer, or are you there to rip them off and make money? The latter would be manipulation, but the former? That’s making their lives better.

Now, when you sell face to face, it’s easier to build rapport and sign a client because they’re engaged with you right there, in the moment.

But online? It becomes more complex when there are a zillion other distractions.

And understanding this means you can structure your sales process to cater for it – not because you’re being manipulative – but because you’re helping the person make a decision that’ll ultimately benefit their life in some way.

I love that you made this comment. Thank you for being open about this, Elizabeth – a lot of coaches feel this way but don’t voice it. So you’re helping them by bringing these thought to the fore.

It’d be awesome to hear your thoughts on this.

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ellisabethe July 30, 2015 at 10:38 pm

That makes sense. So basically it’s not the tools that are the issue but the way we might use them, whether for selling and/or buying. I think I’m still trying to wrap my head around this because I’ve felt ripped off more than I’ve benefited from buying products both online and off. But again, just because a lot of people might be misusing the system to sell shoddy products… doesn’t make the system evil, if I’m understanding correctly.

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ellisabethe July 30, 2015 at 11:01 pm

I’m still thinking about this, hah. So let’s look at it from another angle. Let’s say I offer a “free gift” to my readers/viewers and then they’re led to the lead where they need to give me their email address in order to get that free gift, which seems to be a common used technique right now.

Whether my free gift is a valuable product or not, it feels manipulative to call it a “free” gift when it’s not free at all. I’m getting something in exchange which is their email address, something that’s quite valuable to me as a business owner because it builds my list and my potential to make a lot more sales…. But when the client/customer figures out the gift isn’t essentially free… wouldn’t that actually build distrust instead creating a platform for a mutually consented exchange?

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Razwana Wahid July 31, 2015 at 10:04 am

Free is subjective. For some people, it means zero financial cost, and for others, it means zero cost at all (i.e no giving away of my email address).

It all depends on how it’s worded, and how comfortable you are with it.

If you decide to give a report/opt-in in exchange for email addresses, you don’t *need* to write that it’s free, just because a lot of people are doing this.

Be guided by your ethics and moral code on this.

Often I find using the word ‘free’ undervalues the product anyway. It would be interesting to put a price on the opt-in product and write this in the copy – would it increase the percentage of people opting in?

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ellisabethe August 1, 2015 at 12:49 am

Yeah, there are so many ways to word an opt-in other than “free gift”. Do people even like getting things for free, besides the fact that it can undervalue the product? Personally I prefer knowing that I’m getting an equal exchange.

Ultimately it’s probably just a matter of what we feel comfortable with and where our line of ethics might be. A conscious mutual consent is important to me in any relationship so I think I’d rather just be up front about what I’m offering and asking for in return without the sales-y pitches. Thanks for helping me work through this!

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Marianne August 1, 2015 at 5:31 am

If it helps, I am changing my wording to say the following:
“Sign up for exclusive access to guides, worksheets + behind-the-scenes for solopreneurs…” There’s no “Free” included in that and it tells you point blank what you’re giving and getting in exchange.

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Razwana Wahid August 1, 2015 at 4:09 pm

You’re welcome, Elizabeth. I agree – sometimes using ‘free’ undervalues the product (but works well in some industries).

Great example from Marianne – she shows exactly the value her audience is getting, without the hard sell.

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ellisabethe August 4, 2015 at 2:01 am

Okay, maybe the hard sell works better in certain industries. I hadn’t thought of that.

Another thing about offering products for free… aren’t most freeloaders cheap as heck? It seems like it would be more beneficial to attract potential clients who understand the value of money.

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ellisabethe August 4, 2015 at 1:57 am

Now that makes so much more sense to me.

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Razwana Wahid August 4, 2015 at 9:41 am

Freeloaders are definitely the ones who will only want free advice, and think you’re a sell out when you start charging. They’re not the people any of us want to touch, but like the odd fly drowning in your glass of Merlot, they’re inevitable.

And that’s when you decide how much ‘free’ you give. For me, it’s a detailed document when someone first gives me their email address (that I could easily charge for) and then it’s posts on the blog.

After that, someone may ask me for some advice on email, and I know when to draw the line on this.

It’s about respecting your skills and your time. If you don’t – others won’t know where the boundaries are.

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