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.

You've been thinking about urgency all wrong

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.

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.

Listen. Observe. Know why people need what you’ve made 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.

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