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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.
Without that added motivation, your offer will probably get set aside for “I’ll get back to this later”. And “later” usually means “never”, because you may not get another chance to get them back to your website.
Like it or not, even in other aspects of life, without any kind of urgency or deadline, a lot of things won’t get done - at least not on time.
- 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
But put a limitation on the number and make only a limited number available (even if it’s an artificial restriction), and be sure to make them aware that only a few are left, and suddenly more people will want it. Just basic human psychology: We want what we can’t have (or what we may never be able to have because it ran out).
In dating, the “hard to get” person appears seemingly more attractive than someone who is “available any time”, even if it’s a fake manipulation.
That “clingy” friend who’s always there is less fun than that friend who appears elusive and busy.
The fear of scarcity is why people started hoarding - of all things, toilet paper! - in early 2020 as the pandemic was starting to get worse.
And that’s why there are massive lines to buy an iPhone every time a new model is launched because there are so few of them. And a few months after the launch, when there’s way more supply than demand, phone companies have to make up special discounted and bonus offers just to get people to upgrade to those same phones that had a line for a mile around the block just a few months earlier.
Changingminds.org puts it well: "Scarcity is the lack of something. When we realize that we do not have something, we desire it."
If something is not scarce, then it is not desired or valued that much. You've probably experienced or heard of a teacher, a parent, a coach or a boss - someone who seldom praises. And if they give you that rare praise, that is valued so much more than praise from someone who is very liberal and generous with his or her praise.
- “Only 5 left in stock”
- “Are you coming to the concert? I only have 2 tickets left”
- “Last 3 left at this price”
Instead, you could add a more sensible limitation:
- “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”.
- “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.