How to Create Marketing Content with a Sense of Urgency
Whether consumers realize it or not, their emotions play a huge role in their decision-making process. Indeed, despite the huge amount of information available online, people tend to buy products and services that they connect to on a base level. In other words, the subconscious influences buying behavior. This isn’t exactly a revelation, but it does reinforce the need for marketers to create content with a sense of urgency. Unless consumers feel compelled by a blog, social media post, or an ad, then it’s unlikely they’ll take action –– even if doing so would benefit them. With that in mind, here are four tips that savvy marketers can use to generate quick sales from their marketing efforts:
Implement a Time Limit
The ticking clock is a marketing and sales professional’s best friend. Putting a time limit on a sale is a great way to motivate undecided consumers into making a decision. No one wants to miss out on a great deal because of indecisiveness. (FOMO is real.) Creating a short advertising campaign with a 24 or 48 hour sale will inspire consumers to take the plunge.
Answer the Question, Why Now?
Everyone procrastinates. They put off work assignments, reschedule social obligations, and decide to make purchases later. It’s a marketer’s job to ensure that they don’t wait another moment before they decide to buy a product or service. With every piece you write, make sure to answer the question: “why now?” Otherwise, your audience is unlikely to feel engaged. There’s a reason why people wait until the last minute to buy things they need. After all, no one purchases a winter coat in the middle of July! Give your consumer base a good reason to make a purchase today. What’s more, follow through on your premise. If you’re trying to get someone to visit a medical clinic, for example, then include a link in your ad that allows them to make same day appointments. The easier you make it for leads to convert, the more success you’ll have.
It’s naive to suggest that people don’t respond to negative advertising. In other words, fear is a tool that many marketers have used to great effect in the past. For instance, consider any home-security commercial or video marketing ad. The implication is clear: if you don’t buy a home-security system, you’ll have no protection from criminals. Fortunately, marketers don’t have to take this negative tactic to generate a sense of urgency. Rather, they can stress the opportunity that their product presents. Don’t focus on what your consumers will miss out on without your product. Instead, show them why they’ll benefit.
Tell the Truth
As we established above, consumers often trust their emotions when buying things. However, this doesn’t mean that they divorce themselves from reality when they make purchase decisions. As such, it doesn’t make much sense to try and aggrandize products or services that don’t merit it. After all, no one is going to inordinately suffer if they don’t buy a vacuum cleaner or a new set of paper clips. Consumers can tell when marketers are being genuine, so be truthful in your efforts. Doing so will ensure that your customer base is sufficiently motivated to act when you encourage them.