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There’s a productivity technique people have been talking about.
It’s called Parkinson’s Law.
Source: artofit
The law states that work expands to fill the time allotted for it.
If you need to finish a project in eight hours, you get it done in eight.
But, if an important meeting comes up and you have to get it done the project three hours, you will finish it in three hours.
Deadlines increase action.
But why does this matter?
Deadlines can work on your customers.
You see, most customers are stuck considering whether or not to buy. They think about buying but later forget and don’t take action.
But deadlines force your customer to make the decision to buy or not buy.
And the key driver behind deadlines is urgency.
Let’s get into how to use it.
1/ Use Urgency with Waitlists
Use urgency when your customer has to sign up for a waitlist.
Add a countdown to the end of the waitlist.
Add a clear end date to the waitlist.
This creates a clear deadline and gets your audience to make a decision before it’s too late.
Deconstructed: Mercedes-Benz
First come, first served access.
Tell your customers to sign up now, so they can get exclusive access.
The early buyers get extra attention and resources that they might miss out on if they wait to sign up.
The fear of losing those benefits brings the sense of urgency that pushes the customer to take action.
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2/ Create urgency with recurring deadlines
You can create urgency with recurring deadlines.
The deadline could be every week, every month, and so on
For community memberships: Join within two weeks (the deadline), or you’ll have to wait for another two weeks.
(This goes hand-in-hand with scarcity, another powerful psychological trigger. If you missed last week’s email on it, click here.)
But what if I don’t have a recurring business?
Well, good news.
You can still create the recurring deadline effect in other ways.
Seasonal urgency is a personal favorite
Easter coming up? Put out a special Easter discount.
Summer starting soon? Create an offer where people to get special perks if they buy before summer starts.
You can use this deadline year after year, and it constantly gives a reason for the customer to buy now.
Here’s a creative example of a recurring deadline.
Deconstructed: Tom’s Marketing Ideas
The birthday gives a reason for the discount and creates urgency.
3/ Urgency & Bonuses
Pair urgency with bonuses.
If they buy now, they get access to exclusive bonuses.
Deconstructed: Optinmonster
This bonus makes the customer feel like they are getting a better deal (10% off). And it makes them feel like they are missing out if they don’t buy now.
You can use bonuses like…
Extra resources
Priority support
Discounts
Anything else of value
- Warren
PS: I’ve changed the formatting of the emails recently. More photos, examples, breaks. Let me know if you liked this email or have any feedback.