Comfortable people don’t want to move. 

You don’t crank your feet up in a La-Z-Boy, crack a beer and think: “I can’t wait to get up.” 

Same with folks in a comfortable state of mind, including your marketing prospects. 

But as direct marketers, we need our prospects to take action — the sooner the better — and if your copy leaves The Reader thinking your offer will always be there, perennially available, they’ll probably take their time deciding.

They’ll sleep on it, consider their options, weigh the pros and cons. Because there’s no pressure, no FOMO. 

Avoid this. 

Always bake urgency into your direct-response campaigns. 

(They’ll convert at a higher rate if you do.)

Couple ways to do this…

You can create a deadline with time-sensitive language, like: 

• “Last chance...” 

• “This offer ends tomorrow...”

• “These savings won’t last forever...” 

Or you can create scarcity with supply-sensitive language, like: 

• “Viewed 47 times today...”

• “There are only 6 seats left...” 

• “Supplies are extremely limited...”

Urgency will make your prospects feel uncomfortable about their inaction — because what if they wait, and eventually decide they want to buy, but they can’t anymore because they waited too long… 

Nobody wants to miss out.

LEARN TO PERSUADE

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Hey there, thanks for reading. :)

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Enjoy!

Eddie Shleyner
VeryGoodCopy, founder

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