Three Examples of How to Create Urgency in Your Promotions

We all know that it is getting more difficult to get people we are marketing to to take immediate action on our promotions and offers.

There are many reasons for this, but one thing we all must do is to constantly remind ourselves to do our best at creating real urgency in our offers.

On this episode of 3 in 3, I’m sharing a renewal mailer I received that got my attention and immediate response and I thought it was worth sharing with you as a valuable reminder and example of how to create urgency.

Even though the example I will be showing you is focused on a magazine renewal offer, the strategies used can be used for both front-end and renewal offers so get ready for 3 in 3!

How to Create Urgency Example #1

The first smart thing they did was show me three different ways I could save by renewing now with the best (and most profitable) offer being highlighted with a CopyDoodle® and biggest savings.

This tiered approach allows people to self-select and choose to spend more to save more.

Can you do something similar with your next promotion?

How to Create Urgency Example #2

The next smart thing they did was again show me the tiered savings but this time in a table format.

Once again they drew my attention to the highlighted “best deal” offer and they used “Like Getting” language to make it easy for me to understand what I am getting.

The other smart thing they did was the starburst graphic with an additional savings if I renewed online.

Even though it is only $5.00, I’m positive this extra “juice” results in a ton of online renewals.

How to Create Urgency Example #3

The last example you can swipe is the language they are using in this section.

The line, “This is a one-time-only mailed offer. We won’t send you this again.” is powerful and immediately motivates me.

I also like the line, “THIS BEST DEAL WILL NOT BE SENT TO YOU AGAIN” which again reminds me to take action now.

The combination of a tiered offer, action-oriented language, multiple ways to respond and smart direct response design makes this renewal form a winner in my opinion and is worthy of your study and swiping for your next marketing offer.

I hope you found this “how to create urgency” example useful and until next time, keep on marketing!

About Mike Capuzzi

Mike is a publisher, author, consultant and coach for business owners looking to standout from the competition by authoring, publishing and leveraging short, helpful books. He is the author of nine books, including his latest, Main Street Author. Learn more about his publishing opportunities at BiteSizedBooks.com and MainStreetAuthor.com.

4 Comments

  1. Jim Hart on May 8, 2019 at 11:25 am

    A lot of good takeaways here, but I think they could have done much better with the offers. They are too linear to be compelling.
    The first year is $12, adding year 2 is $10 more, year three a flat liner at another $10. They can highlight it all they want, there’s next to zero reward for ticking box 3 vs. box 2. From a pricing standpoint, it actually looks like they’re trying to get you to tick box 2.

    Maintaining the subscriber base for print products is tricky business these days. It looks like they’re pulling out all the stops to keep the numbers up. Try deducting the expected marketing costs of having to come back and get you to renew again in two years from the year three price.
    This would make it probably something like an incremental $7 or $8 and they’d be much more likely to get that third box ticked.

    • Mike Capuzzi on May 8, 2019 at 1:25 pm

      Jim – interesting insight. There is still value to the subscriber if they choose the three-year option, but given the slight margins, I get what they are doing.

  2. Good information Mike thank you so much for the info on May 8, 2019 at 12:02 pm

    Good information Mike thank you so much for the info.
    From Hugh Bundy

  3. Eric Bakey on May 8, 2019 at 12:40 pm

    Nice breakdown! Love seeing effective direct mail in 2019.

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