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If you need urgency to sell your product, chances are that you’re doing it wrong. It’s a sign that your product isn’t good enough.
Sounds crazy, huh? That’s because most of us in the online marketing space have been taught to sell using urgency.
We’ve been told that if we don’t have countdown timers, if we don’t limit the cart open period, if we don’t use urgency, then no one will buy our products.
I’m here to tell you that this is problematic advice, and I’m going to show you why. I want you to know that it’s possible to build an online business and sell digital products without using any kind of urgency.
To do this, I’m going to ask you a series of questions that will help you think about the kind of online business that you want to build. Your answers will help you decide whether you should be using urgency in your business.
Do you want to have raving fans who will buy everything you put out?
Or do you want to be constantly chasing new people to buy your product? Using urgency is not the way to cultivate a raving fan base.
If you want to cultivate a group of people who love you, think you’re the best thing ever, and will buy anything you put out when it’s right for them, you need to let them buy it in their own time. That allows them to get the most value from your product.
If you’re using urgency to get people to buy on your timeline instead of theirs, you get a lot of people into your programs who aren’t ready. It’s going to be tough for you to serve people who aren’t ready because they’re going to need a lot more support, and they’re unlikely to get good results. Understandably, that’s going to make them unhappy, which will take your energy and attention away from supporting the people who are ready.
Ultimately, it’s not going to be a good experience for everyone and it doesn’t lead to raving fans. You’re likely to have to chase new people to sign up for your launch because the people who bought last time aren’t having a great experience.
Why don’t other companies use urgency to get people to buy?
Why doesn’t Apple or even your local plumber use urgency? These two types of businesses are very different, yet they have something in common.
They’re either solving a real problem or selling a product that’s suited to the market and there’s a demand for it. The business model isn’t the key. Instead, they’ve created a product that their audience wants and needs.
The same thing goes for my legal templates. People come in and buy them because they meet a need they actually have, and it solves a problem for them. I didn’t create my templates just because I wanted to but because that’s what my audience wanted and needed.
If you take the time to develop the right product or the right offer and put it together in the right way, people will buy it because you’re meeting a need. Then you don’t need urgency.
How do you feel when you are pressured to buy based on urgency when you’re not ready?
If you’re honest with yourself, I think you’ll say you don’t like it. None of us really likes to be pressured into buying something when we don’t need it.
Again, this feeds into the notion that if you’re forcing your audience to do something that you wouldn’t want to do yourself, it’s a sign that maybe you’re not building your business the right way.
Instead, you should try to figure out how to create a business that works organically and allows people to make a decision to buy when it’s right for them.
Do you want to serve your audience?
Or is this just about making money? I’ll tell you that I think no matter what your answer is here, you still shouldn’t use urgency. I don’t think using urgency is the best way to make money in the long run.
And it’s definitely not the best way to serve your audience. The best way to serve is to create the right product and present it to the right person at the right time with the right message.
Fundamentally, that’s what marketing is. It’s not about manufactured urgency. It’s about solving a real problem and understanding that problem at a deep level so that you can create the product that people who need your help will flock to. That’s the path to building a business that’s going to last over the long term.
Build Your Business the Right Way
If you want to build a business that’s going to last, you need to focus on doing it the right way using fundamental marketing principles instead of urgency.
If you want to dig into how to do that, I have a 100% free training called BADA$$ Online Marketing University, where you can learn how to start and build a business the right way. Sign up today!