What Makes People Buy Now?

buy-now-or-elseIt’s probably happened to you many times before.

You see something you really want to buy. You get all excited about it, and you’re even ready to buy.

And then something happens. Maybe you get distracted. Maybe you have second thoughts. Maybe you decide to put it off for a day or two.

Then, for whatever reason, you don’t buy it – either now, or at any time in the future – even though right at that moment you really wanted it.

So what was missing?

It was a sense of urgency. You had the desire, but you didn’t feel an overwhelming need to buy it right away – so you didn’t.

A real sense of urgency is the “missing ingredient” needed in a lot of sales letters and marketing campaigns that I see online.

Often there is no sense of urgency at all, leaving the potential customer to make up their mind as and when they feel like it. (The problem is, most people put things off, including buying decisions… meaning they are highly likely to forget about the offer.)

Or the sales letter goes to the other extreme, barking “Buy now!” commands repeatedly and attempting to generate a false sense of urgency – “Hurry, because I can’t hold these prices for much longer… I may put the price up at any time!”

The trouble with this is it’s vague, and therefore weak. “At any time” could mean days, weeks or months – or, as is more often the case, never.

What copywriters need to create is a genuine sense of urgency – the feeling that the potential customer MUST have it now, and that they will lose out if they don’t.

We’ll talk more about this another time, but I wanted to tell you that I’m just putting the finishing touches to a free report which will explain precisely how to create a genuine sense of urgency in your sales copy, or with any offer you make.

As a regular CopySnips reader, you’ll be the one of the first to get hold of this free report once I’ve finished it. If you’re not yet a regular reader, subscribe to the RSS feed or by email. Oh yes, you’d better do it now, or you’ll miss out on this crucial information, and will forever be tormented by thoughts of what might have been. Or something like that.

2 comments

  1. Paul,

    This is one of the biggest problems I see with a lot of copy… Either fake scarcity or none at all.

    There are a lot of ways to create a genuine sense of urgency. Sometimes it’s even built into the product (if I don’t implement this starting TODAY I’ll be behind the curve, I need an edge, and I need it now.)

    That’s just one example, and I won’t steal your thunder. Great post and great topic… I’m waiting for the next one.

    Peace!

    -Scott

  2. I agree with you both about the lack of evidence about scarcity, all too often we have seen copy that just pleads “BUY NOW” without any reason why or evidence of benefits if you do OR what you’ll miss if you don’t!

    Interesting read

    Thanks

    Andrew

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