You and I both know the importance of urgency in any marketing campaign. Urgency is one of key factors that drives people to make a purchase. But what exactly creates urgency?
Let’s take a look at an excellent example of urgency… the urgency to pee. I believe you pee… right? (If you don’t email me because I really want to get to know you) So I can safely assume that you can relate to this. Now, tell me, do you relieve yourself when first feel the need to pee?
Or do you hold out… waiting for something … before you actually go. I know I don’t go to the toilet immediately after I feel a need to pee. I know I hold out… and I know you do that too.
But why do we hold our pee in instead of relieving ourselves straight away?
And think of the implications if you can plant into customers the same urgency that drives to toilets… Wouldn’t it totally change your business? I know it would mine… and it did.
This is a very powerful concept that I want you to, not only grasp but also implement to see an almost immediate effects.
So exactly what is this Urgency ?
Now, let’s say you have been sitting in front a computer for a prolong period of time and as a result, you got yourself a backache.
In this case,
- You have a problem.
- Assuming you trust your doctor.
- And your doctor charge a reasonable fee.
Do you go get it fixed or do you go around complaining about it and nothing else? Irrational right? I know I complain too.
But what if…
You had nothing to do that day…
And your doctor is running a 50% off 3-days-only promotion…
Plus it’s fully guaranteed… or it’s money back…
Do you think you’ll have that backache checked out yet? Sure you will!
So why do you pee eventually?
It’s the same reasoning to the pee situation. You’re holding out because…
You are in the middle of something and there’s no incentive to go now!
The toilet might be out of the way.
The toilet might be smelly and dirty.
You don’t know where is the toilet.
Or even maybe even because there’s another toilet down the road… why go now when you can go later?
The point is…
There are many ways to create urgency… and their effects are cumulative . Do just one and you probably won’t see an effect. Having a problem helps motivate people find a solution… but if the solution itself is not compelling enough, people won’t even budge.
I know. We are a bunch of strange creatures.
Leave a comment