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We’ve all been there: You flip the calendar over and panic when you see a loved one’s birthday fast approaching. Before you know it, you’re scrambling around looking for the perfect gift before it’s too late. That right there? Yep, that’s urgency. And it’s what humans NEED to take action.
Unless we are given an incentive to take action—even for things that we want—we don’t do it. And that’s one of the main problems with the evergreen model: when people can buy any time, they just don’t. Urgency is always going to improve your sales. So in this episode, we’re talking about the different ways you can create an authentic reason for customers to purchase right now!
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[2:18] It is so important to add urgency to your offers because people don’t take action unless there’s an incentive or reason to do something (even if it’s something we want!).
[3:52] Lack of urgency is part of the problem we see with a lot of people who “go evergreen” by putting an offer up on their website and just letting people buy it whenever they want to.
[5:08] You can still add urgency without making it a massive discomfort and adding huge amounts of pressure to your buyers.
[7:12] One of the most effective ways to create that reasonable level of urgency is by implementing deadlines on your offer (and we’re talking real deadlines, not fake ones).
[9:20] There are absolutely ways to give people deadlines and enforce those deadlines, but still make them individual to each person that joins and gets into your Circuit.
[10:50] Urgency is always going to improve your sales. So if you’re seeing a problem with your sales numbers and you’ve added urgency, it’s likely not the urgency, but something that is wrong with your messaging or your targeting, for example.
[12:35] You can add urgency by offering a price that is only available for a limited period of time, like a fast action price. But if you say, “You will only ever see this price once”, that has to be true, otherwise you’ll start to lose integrity.
[15:24] Price isn’t the only way to create urgency—you can incentivize with extras that don’t cost you anything and like bonuses or resources that you’ve created (which can be used over and over again).
[17:40] Be careful that you don’t end up incentivizing people to wait—for example, if you offer bonuses later on that people didn’t get earlier. The people who purchased in the quickest time should get the best of you.
[18:16] Other ways you can incentivize people include offering different payment installment periods for a limited time and creating student-only events.
[21:55] When it comes to adding urgency, Nicki advises starting out with deadlines and then experimenting with other ways to add urgency.
[22:30] Don’t forget that we are doing our audience a favor by adding urgency and causing them to have to make a decision. And so we need to be very clear about that in the messaging—what is the opportunity cost of your customers choosing to wait?
[25:31] Whatever type of urgency you’re trying out, make sure you have enough data to measure before you decide something doesn’t work and start making changes.
Mentioned on this Episode
Related Links
- Fake Deadlines Are Damaging Your Brand—and Sales
- 10 Must-Use Marketing Messaging Strategies to Turn Leads to Customers
- Why Discounts Are Bad for Business—And What to Do Instead
- 3 Must-Monitor Metrics to Increase Sales on Autopilot
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
“There’s a program that I’m kind of interested in purchasing. Kind of interested, you know, I haven’t made a decision. And guess what? I don’t have to, because even though this woman keeps sending me emails saying, ‘Oh, this is your last chance tonight to get this offer’, I have her sales page open and I see that there’s nothing on that page. There’s no countdown. And even though she says this is the last chance, I open it up the next day and that offer is still available, which says to me as the purchaser, ‘I don’t have to make the decision when she wants me to. I get to make the decision when I feel like it.’ And quite frankly, I’ve had this open for a week, so the longer this tab is open and I’m not forced to make a decision—and by the way, this is not just true with me, this is true with everyone—the chances decrease daily, if not hourly, that I’m actually going to purchase it.” – Nicki
“Price isn’t the only way to add incentive or create urgency. And I think, if you go the route of having a special price, then there are other opportunities for other sales periods for you to still create urgency by giving them something valuable, whether it’s an extra bonus, or some other resource that you’ve created that you can give to them as an incentive for purchasing in that moment. You could do a coaching call with you for an hour or you can incentivize with extras that don’t cost you anything. You’re not changing the price. It’s materials that you can use over and over again with people.” – Kate
“Urgency is always going to improve your sales. So if you’re seeing a problem with your sales numbers and you’ve added urgency, it may not be, or it’s likely not the urgency. There’s something wrong with your messaging or with your audience, your targeting, all of that kind of thing.” – Nicki
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About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
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