March 2002

Copywriting Technique
Creating Urgency
by Tom Antion

The big money from what you write comes in immediately. Yes, some money will come in from people who don't respond to your offer right away, but the number of people that do that is virtually insignificant compared to the ones that respond immediately.

It's your job to get them to act now! If you let them put your email aside with the best intentions of returning to it later the chances are they won't. They probably won't even remember where they put it and it's most likely they won't even remember having read your offer.

You must create urgency in their minds so that they pull out their wallet and buy it now. What are they buying?......well they're buying whatever you are pushing. You may just want them to pick up the phone and call. Or you may want them to buy something at your website. Whatever you want them to do (I'll say it again) you must get them to do it now!

URGENCY TECHNIQUES

Quantities are limited

I do this on my Teleseminars all the time. I mention that "Tom's seminars sell out fast and the space on the bridge line is limited." This tells the people that they better register now if they want get on the call. 

You can do the same thing with consulting or just about anything that truly has a limited quantity-- You can use phrases like this:

"Only three days left on my calendar." 

"This product is discontinued and there are only 20 left."

"I can only handle three more clients this year."

Discounts and Penalties

I use this for signing up people for my Internet Marketing ButtCamp.

"Register by 3/14 for the early bird price of only $295. 

3/15 to 3/27 $350.00 and at the door $395.00 i.e., you get penalized for waiting.

Deadlines

A variation of the discount and penalty deal above is the deadline.

"This offer only good until 3/14." 

"We will not accept any registrations after 3/14."

Bonus

You are rewarding the person for quick action

"Respond by 3/14 and get two free backrubs."

Multiple Bonuses

"Respond by 3/14 and get three free bonuses" (list the bonuses)

Ease of Response

If you want them to respond immediately, you better make it easy and secure. Give them lots of choices so they can easily use the one they like best. Your choices are. 

• Secure online

• Email

• Phone 800 number

• Fax

• Mail

URGENCY PHRASES YOU CAN USE

• Don't wait any longer.

• Why wait?

• You've waited long enough.

• Act now!

• Order now while there's still time.

• Time is running out!

• Just do it!

• Do it now!

• Don't miss out!

• This is your last chance.

• You have 24 hours until the deadline.

• Now is the time to act!

• Invest in yourself today!

• You may never have this chance again.

• You'll never get this chance again (stronger)

• Buy now dummy! (strongest) 

Ooops, well maybe that last one isn't the best idea, but I hope you get the picture. Put urgency in your copy NOW before it's too late.