If there is a deadline to respond, or a limited number being sold, then you have a great opportunity to communicate some urgency in the headline.
Headline Tip #4: Have A Sense Of Urgency
For example, here is a headline I wrote for Eric Lofholm. It was for a limited promotion, and was to be mailed to his database of buyers (who already knew who he was)…
“A LIFETIME OF SALES TRAINING With Eric Lofholm—
Expires June 29… And There’s Only Room For 200.”
This is an example of what I call “external urgency”. The marketer creates “external” limits in the form of a limited supply or a deadline (or both) in order to spur people into action. It can be very effective—but not without what I call “internal urgency”…
You tap into your prospects own “internal” sense of urgency by being very relevant to your target audience. The headline must be newsworthy, and it must promise a solution to a problem your prospect is having and thinking about right now.
Take the following headline and deck copy from a recent sales letter I wrote for Suzy Prudden’s Recession-Busting BIG Money Marketing Seminar:
SPECIAL INVITATION To L.A. Area Business Owners & Entrepreneurs Worried About The Recession…
On March 14-15, Discover Powerful New Ideas, Insights, & Strategies To Grow Your Business At
Suzy Prudden’s Recession-Busting
BIG MONEY Marketing Seminar
“Forget About Those Doom & Gloom TV Pundits–
For 2 Whole Days, 9 Respected Marketing Experts
Will Show You How To Beat The Odds And Not Just Survive…
But THRIVE During The Recession!”
Notice how it not only flags the target audience. It addresses a serious concern. The headline continues by promising a solution to the “recession problem” in the form of a marketing seminar. This headline taps into the prospect’s own internal sense of urgency to solve a dire problem.
This approach is much more powerful than leading with a scarcity tactic because it builds value FIRST. Once the value has been established, then scarcity can definitely help light a fire under your prospects hindquarters and spur them to action!
(By the way, there’s only room for 150 attendees at this event–something clearly communicated in the sales letter. I also happen to be one of the speakers. If you’re free that weekend, check it out.)
Parts 5 – 7 are still to come. Stay tuned…
