Urgency, Scarcity and Exclusivity (USE)

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I have an acronym for Urgency Scarcity and Exclusivity: U.S.E

You've got to use USE in your offers.

Every offer should end in a call to action (CTA) – like “Buy this”, “Click here”, “Sign up” or “Call us”.

Every piece of content you publish should also have some kind of a CTA, but we’ll only address CTAs on your offer page in this chapter.

Urgency

• 3 days left to pay this bill, or a $35 late fee.
• Finals in 4 days.
• Flight leaves in 45 minutes.
• Last day to send in your proposal.
• Client needs this by tomorrow.
• Boss needs the report in 1 hour.

• Price goes up at midnight tonight
• Enrollment ends tonight and will reopen again only after 3 months
• Coupon expires tomorrow

Scarcity

• “Only 5 left in stock”
• “Are you coming to the concert? I only have 2 tickets left”
• “Last 3 left at this price”

•  “Special early-bird free bonus course for the first 50 buyers”.
• “Free 1 hour Coaching by me when you buy during the launch”
• “Free T-shirt with your purchase today”
• “Premium Support + Setup Call if you become a Platinum Member”
• “Exclusive In-Person Bootcamp for all Founding Members”
• “Get 1 ticket for free (a $99 value) to our Seminar when you buy VIP access”
• “I can only take on Five new 1-on-1 Coaching Clients at this”.

Exclusivity

• “Special Collection”
• “Collector’s / Limited Edition”
• “Personally Autographed”
• “A signed Photo with me”
• “VIP Access”
• “Access to After Party”
• “Front of Line access” (skip the lines)
• “Spend 1 full day with me at my home”
• “Private Mastermind Group with 20 incredibly successful entrepreneurs”
• “You have to apply and be approved before you can be accepted into the Mastermind”

I call this USE AbUSE.

• Having a “Lowest Price Ever” sale multiple times a year
• Products are discounted all the time
• Increasing the price to then offer it at a lower price
• When they try to leave your website, showing an exit popup that gives them a discount “Only if you buy now”
• Showing a count-down timer after which offer is supposed to expire “tonight”, but the offer is still there and the timer always resets every time you visit the page, even after a week.

Sticking to an expiring offer is going to be very hard. If you’re doing a 3-day sale, you’ll probably get the most sales on the last day, and probably the most per-hour sales in the last few hours. As tempting as it is to keep the offer open for another day or two, you shouldn’t.

And that’s because when people know that you have a strict deadline and won’t easily budge to make a few extra bucks, it will increase the credibility of your USE triggers. And the next time you say the offer expires tonight, they know you really mean tonight. And that will get you much better results the next time you send out an offer.

So when you create your offer, be sure to use all 3 elements that I call USE: Urgency, Scarcity and Exclusivity.

And I've talked about this previously on this podcast, that if you want to have a successful launch, it's not just about the product, or the sales page, or just the pricing. It's all of it, and more. Which is your offer.

Create an epic offer, and you're almost guaranteed to have a very good, if not, great launch.

And I talked about the offer that helped me have THE BIGGEST book launch in my career.

Check out the last few episodes where I talked about the takeaways and lessons learned from this very successful launch.

And specifically, check out Episode 111, where I talked about my offer, and why it was critical to my successful launch.