how NOT to create urgency (case study)

Get this:

A domain broker slid into my inbox last week with an offer to sell me NewsletterFreedom.com.

Naturally, I was intrigued.

Having the .com would be nice.

But then came this hamfisted attempt to create urgency:

In case the image isn’t loading..

The reason he gave me for the discount is:

Because he’s celebrating his pet Jenny’s birthday.

LOL 😂

No details on whether “Jenny” is a bearded lizard or a tricolor Bernedoodle.

Either way, it’s a perfect example of how NOT to create urgency:

- It’s blatantly designed to pressure me
- There’s no proof “Jenny” is even real
- And it’s got nothing to do with the offer

Now, urgency is one of the most potent psychological triggers in your toolkit to get people to take action…

But if done wrong…

It comes across as manipulative and desperate.

Authentic urgency is based on legitimate constraints or benefits that directly impact the buyer.

Like limited spots, a price increase, or a time-sensitive opportunity.

Something to keep in mind if you want to avoid alienating your audience ;)

Jim Hamilton