Here in Central Pennsylvania, it’s cicada season… and allergy season. I don’t normally have it too bad, but this year I’ve gone through some serious stretches of discomfort.

What do you do when you’re suffering from allergies?

You go to the pharmacy.

Natural urgency is the key to helping people understand why they need your product now.

Fun fact: I worked as a pharmacy technician in high school at a CVS. I loved that job.

At the pharmacy, you’ll find a whole aisle full of allergy medication. Some of it makes you sleepy, some keep you awake. Some of it lasts 4 hours, some lasts 24. Some are fancy brand names, some are generic.

There is absolutely no scarcity involved.

Pick from whatever you’d like.

And still… if you’re suffering from allergies, you won’t walk away from the hundreds of boxes in front of you without picking up one and putting it in your basket.

Why?

Urgency.

You see, there’s manufactured urgency and then there’s natural urgency.

I have a feeling that you think the only way to use urgency to sell more is to manufacture urgency–limit the number of spots in your program, add early bird discounts, utilize disappearing bonuses…

(Maybe you’re even envious of the people who run businesses in which they’re essentially selling something as essential as allergy medication.)

And sure, that can work.

But it’s also a bit over-played.

Tapping into natural urgency, though, is never over-played.

Creating urgency for your product or service isn’t about telling people there’s a limited time to buy. It’s not about how many seats are left in your workshop. It’s not about an early bird discount or an arbitrary deadline.

Urgency is about need.

If you want people to feel a sense of urgency for buying your product or service, you need to know why they need it now.

  • People don’t need things now because they’d might like to learn more about what you teach.
  • They don’t need things now because they’re pretty or you’re so excited about them.
  • They don’t need things because they’d like to speak their truth and connect with their inner spark.

Those aren’t the kind of things that would send them running to the store–so they’re not the kinds of things that get them clicking to your sales page.

People need what you’ve created now because they’re ending a 10-year relationship and want to be intentional about what they’re creating next.

They need it now because they’re sick and tired of opening their closets and not having a clue what to put on their bodies.

They need it now because they wake up every morning still feeling exhausted and they’re beyond ready to make a change.

They need it now because they’re completely over holding back their ideas in meetings and watching others take credit for their work.

Urgency is absolutely the key to selling more of what you’re putting out into the world.

But it’s not based on numbers or time. Sure, those things help people make a decision.

Ultimately, however, people buy now because they’ve reached a point of no return. They can’t help but search for a solution to their need and start using the one they find.

What’s going on in your customers’ lives that might make them need or want what you have to offer right now?

Then tell them you understand. Tell them the stories you know are playing out in their lives right now. Show them the vision you have for them and how your product will take them from the urgency their already feeling into a brand new day.

Create a sense of urgency by respecting your customers’ needs and they’ll respond by buying—now.

On Wednesday at 7pm EDT/4pm PDT, I’m hosting a special encore of my popular workshop on 3 Ways to Help People Buy More From You.

—> If you’d like more ways to tap into the reasons people naturally want to buy so you can earn more money and close more deals, click here to register.

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