Persuasion through the Creation of Urgency

Published: 08th September 2008
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"Without a sense of urgency, desire loses its value." --Jim Rohn

This is a building block of persuasion and worth repeating: without a sense of urgency, desire loses its value. That's a powerful statement and is absolutely right on. Once you've created trust and a feeling of rapport with your prospects and clients, and once you've removed all doubt about you and your product and service, what then? Are you going to make the sale if there's no sense of urgency on the part of your prospective client? Are you going to get ahead? No, you won't.

Many sales people and commercials create a false sense of urgency. If you've watched any infomercial, you know this false sense of urgency: 'act now, only available to the first 100 callers'. We all, by this point, have advanced B.S. detectors and know that this is simply not true. There are more than 100 Thighmasters or Magic Bullets available for purchase and even if you were caller 100,000, you would still have one in the mail to you before the call was over.

What if it's true urgency? What if you only have 12 seats left in your seminar or 12 condominiums left to sell in a particular building? Well then by all means, use it. Then it's perfectly acceptable and there actually is urgency, there actually is scarcity involved in that case. However, if you're selling insurance or if you're in real estate, you can't very well say, 'I've only got 12 houses left' or 'There are only 12 more insurance policies available'. I seriously doubt anyone would bite at that.

It depends on your industry as to how many places are left. If you're selling seminars you could genuinely only have a room that seats 50 or 100 or 10. A good friend of mine ran a seminar a couple of years ago, he sold it for $25,000 or $30,000 a head. They sold out. They had 10 spaces, 10 people, that's it. They put an arbitrary limit on the amount of space available because they did not want to give it to very many people. It was a very, very high end, hush, hush marketing strategy and they did not want the world to know about it because it would blow it, but they also wanted to get paid heavily for being able to give that skill that they had proven results with, so they limited it to ten.

I'm sure many of you have been on e-mail lists where you see subject lines that after a while they just look like all the other marketing subject lines. They say things like, 'this is the greatest thing since sliced bread, the best thing since sliced banana bread, the best thing since sliced cream cheese banana bread.' It's like they're always one upping themselves, pumping themselves up as the hottest thing ever. It's the best this or that, or the most powerful this or that. I'm guilty of some of this myself, though I do my best not to go too far with it. When people do this they are trying to use urgency, they're trying to develop urgency.

We have to create urgency because without it, there's no movement to buy. Our prospects have to believe that their needs are going to be met, that there's some compelling reason to do it now and that's called 'the offer' in sales or in marketing. You've got to move people and connect to their dreams and values. That moves them off of center.

Now, if you have trust and you've removed doubt and you've created urgency, we need to continue to build desire.

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