Before Your Next Email Campaign, Read This…

When it comes to making a decision, do you ever hesitate? Of course, you do,
everyone does! Even when it comes to making decisions about things we enjoy, such
as where to eat, what to buy, or what event to attend, we debate and delay the
decision making process.

So how do you get people to take action quickly with your own business? You need
to eliminate potential procrastination. How? By creating a sense of urgency in
your writing. Whether you’re writing an irresistible email subject line, drafting
up a promo, creating an email invitation, or writing a social post, here are five
ways to grab the attention of your audience, and trigger a Call-To-Action.

1. Set a Deadline

Nothing conveys a sense of urgency quite like a deadline. Reinforce this deadline
in your email subject line or headline, as well as the body copy. Use words such
as "ends tomorrow," "good until 3/3/15," or "offer expires Thursday."

2. Use Time-Sensitive Language

Use time-sensitive phrasing and wording such as, “time is running out,” “last
chance,” or “only one day left,” especially in tandem with a deadline.

If you don’t want to use a hard deadline or expiration date, you can still use
time-sensitive language in a general way, for example, “limited-time offer.”
You can also employ a countdown clock in your emails and across social media
channels to reinforce the sense of urgency. Sending a last minute reminder in the
final hours of an offer can also be effective.

3. Create Demand with Scarcity

An alternative way to communicate urgency to your readers without relying on
deadlines is to emphasize or create a sense of scarcity, e.g., “Get it before
it’s gone,” “only 5 spots left,” or “While supplies last.”

Whether you’re selling tickets to a fundraiser, or new merchandise, reminding
your audience that you only have a finite and rapidly dwindling supply of
something can help push those fence-sitters over the edge. Also, be honest about
the limited amount of your product or service as well. If people rush to buy a
“flying off the shelves” ticket only to see there are plenty more a week later,
you’ll have angry customers on your hands.

4. Keep Your Writing Brief

Once you entice readers, don’t overwhelm them with a mountain of text, because
the average reader doesn’t have the attention for it. Instead, keep the body of
your message brief, so readers focus on your headline, key points, and

5. Use a Clear, Direct Call to Action

It doesn’t matter how well written your email, blog or social post is if your
readers don’t know what you want them to do. Make it evident with a direct and
easy to understand CTA or call-to-action. Whether you want them to make a phone
call or click-through to your website, make your CTA a highly visible link or
button with action-oriented wording.

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