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:
- The copy on your sales page doesn’t create a sense of urgency
- 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.
Let’s remedy that, shall we?
Here are 3 techniques you can use in your copy that creates the urgency to buy now:
Technique 1 – put 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?