Creating a Sense of Urgency

Why the rush?

In any climate, there will always be a desire to get the customer to want to buy the product offered quickly. Your main objective as someone who is offering a product is to create urgency to purchase so the desire does not go away. One thing that cannot be stressed enough is the amount to which consumers are bombarded! You may be offering something that is of complete relevance, and even on the verge of trendy (a great attribute), but if the buyer decides to procrastinate, they may forget they were going to make the purchase altogether. If what you are offering is of true quality, there are most likely buyers out there that are ready, but are just dragging their feet.

Marketing genius Zig Zigler even said once that “no hurry” was one of the tragic downfalls (or obstacles) hindering a great product’s sales results. Once a certain window of time filters its way through the sand dial, you may be headed down the wrong path to create emotion. One statistic that is incredibly relevant as far as the online realm is that 55% of all local searches are done with intent to buy. Therefore if you are in the business of having a purchase portal or shop online, it is always a great marketing move to give incentive to the first respondents, and lay the objective out well as a reward or freebie. In this age of hurried customers, it is always going to be beneficial to have proper search engine optimization as well, to be on the first page of search engines for the 55% of those shoppers who ARE ready to buy.

Some of the best Ways to create sought-after urgency

Finding out what really ails, or pains, your prospect is of grave importance. Whether it happens through demographic research, even taking note of comments on blogs, or seeing where your competitors are taking strides, you’ll be thankful when you master this task. It seems that only in the medical provisions or health fields that you would take to this practice, but one must look deeper. Areas like grocery stores, fashion, and auto manufacturing can all benefit from finding out what ails and pains your prospect; whether it’s long lines, lack of compassion, or poor customer service. One marketing guru on his blog tells us that “If you take fifty prospects at any given time, only one of them a month is really ready to buy”. Now, that may sound extreme, but people have a lot of different avenues that their money trickles down to.

Fear of loss as a motivator can work for you, although it may not be the same as the old trick of simply stating you have “limited supplies”. This is where you may use your advertising medium to ask the prospect questions, such as if they could live without certain amenities or durable goods. Using urgency on the day your product actually launches is also of incredibly high value in the marketing realm. It can be difficult to track results without metric software (and quite a bit of luck), but there are also tier sets of urgency that work well with restaurants, vacation destinations, or even merchandise like t shirts. You can state that the first ten buyers get the product at one price, the next 15 at another price, etc.

One thing that most buyers know is that they do not want an infomercial barking at them and making the sense of urgency so dire that it deafens any other of their senses. Yes, it can be done effectively, but digital marketing and of course tactics like Pinterest campaigns with colorful infographics are more appealing with the savvy users of today. One real challenge these days can also be discerning whether or not you have done something wrong in your campaign and urgency creation, or if you are just dealing with yet another dip in buying confidence.

There are basic fundamentals such as back to school and other seasonal marketing bandwagons that occur, and it is definitely getting harder than ever to gauge where these lines overlap into just sheer luck and consumer splurging. Although the infomercials of yesterday can be a rough guideline to creating a sense of urgency, there are plenty of mediums to do so. Once you can accomplish them proficiently, you will see an immediate reward; in the form of coveted (and potentially repeat) new revenue.