Your blog is likely to languish in slow gains and losses. Passive marketing limits your potential to receive big gains. Sometimes as an individual forced to market your work, you will have to go on the hunt.
How to Use Urgency for Marketing Blog Posts and Email Lists
In order to make marketing work sometimes you have to light the touch-paper under somebody to get them to cross the line.
There is a Backstory to this Article
You’d be surprised to know that I have published this article before and a common search theme that was yielding this result:
“Instilling a sense of urgency for renters”
Obviously, gaining money from lodgers and renters is a big issue for a landlord. You can ask for the money as loudly and as frequently as you want but you cannot physically make that individual pay until they are ready.
Ways you could step up the urgency as a landlord include:
Phase 1: Personal action
- Writing a stern letter with threats.
- Taping a notice to the door.
- A face to face request.
Phase 2: Indirect action
- Mild intimidation through hiring bouncers to stand outside the door.
- Changing the locks on the door.
Phase 3: Extreme action
- Approach a debt collection agency.
- Take the occupant to court. The bailiffs will be paying a visit.
Each phase raises the severity of disharmony between the landlord and the tenant. The higher you go on the scale the less likely you are going to have a warm relation with the individual. The phases above are only hypothetical and certain actions have extreme responses. You have to tread carefully.
If you go about the relationship with your tenant in a stronger way from the start, they are less likely to let you down later. Being soft will allow the tenant to take advantage of your good nature.
Weak methods of dealing with a problem lead to extreme actions. If you follow a step from Phase 2 or Phase 3, don’t expect the response to be peaceful.
How Does this Relate to Blogging and Email Lists?
Urgency is used in many forms of marketing to condition interested parties into being expedient with their signup/purchase.
It’s the difference between saying I’ll do it tomorrow and I’ll do it right now. For sellers, doing it tomorrow means they won’t get a sale. Doing it right now is often the way to go.
Why are Buyers “Pregnant of Thought?”
There are different types of decisions for products and services.
The expense of a product/service can have a strong question factor. The psychology of a buyer is to question what they actually get and whether it is good value. In addition, for many entrepreneurs selling B2B (business to business), the question factor will involve;
- How much money is saved?
- How much money is earned?
The bottom line is always money.
The psychological goal is to drive the customer into a frenzy of activity and there are a number of control levers to achieve this.
“Early Bird Savings.” Psychology
If a salesman can offer you a cost incentive attractive enough to pull you in sooner they will try their best. Setting a time limit to an attractive price has the ability of drawing in more of those on the fence.
“What am I doing wrong?” Psychology
Convincing people to make rash, in the moment, shooting off the hip decisions, involves persuasion.
- Certain sentences, and words contained therein, act as triggers.
“What am I doing wrong?” is one these trigger sentences. People have complexes and insecurities about going about things in the right way so when this is challenged, it allows sellers a window of opportunity. To solve certain situations a product might be considered to remedy that problem.
“Don’t delay” Psychology
Simply asking someone not to dally may provide the necessary momentum to take action. Removing passive choices helps establish interest, but more importantly, action.
Setting a limitation to anything makes it more valuable than something with no perceived limit.
“There are only 15 spaces on this training course. Book early to avoid disappointment!”
Your Blog Post is Your Product
You can garner many ways to motivate:
Start with the title. It’s where most Big Wig Bloggers do their biggest business.
What’s important with a title? It helps the audience decide whether this is a timely article they should read among the trillions of others.
Channel the bill board evangelist in you!
The title also links into your SEO, picking the right keyword which forms part of your title is essential.
Image and Colour Choice
Certain images and the colour palette used can evoke action. Common colours used for action on the internet are orange and blue.
Orange is often used on buttons, especially with regards to opt-in forms, payment buttons and other forms of action copy.
Blue is a truth colour associated with trust. Many social media platforms use the colour blue for their logos.
Humans interpret data quicker through visual cues than through writing alone. The inclusion of trust signs could be helpful in swaying deciders.
Performing Split Tests is a great way of discovering which colours work best for your audience. Quicksprout.com uses a lot of Green.
Keeping it short and sweet is often the best way to keep people interested. Why ramble?
Keeping the Best Goods Above the Fold
The fold is an invisible perceptual line, the point at which a person’s eye will track when they initially land on the target page, article or email.
When creating a blog post you have to consider how you are going to hook your audience in within the first area of the fold. Writing up the top has to be on point whilst it can loosen as you scroll further down the page.
Things not to do in the fold area:
Place an image. Images can be distracting.
Waffle. You need to keep it short and sweet so that you can start getting to the goods.
Instilling a Sense of Urgency in Marketing Copy
Humans are predisposed to responding to bright colours in insects, snakes and frogs. It is part of a prehistoric defence system to prevent poisoning. The brighter the critter, the more poisonous they are.
Colours, as mentioned above, can be used in different ways to push and cajole actions. The colours of text and backgrounds are more important in marketing copy. Words are vital here.
Images: People vs Objects
The Images you use have a valuable currency. I wager that if I released this article without images, it would perform considerably worse than if I had included some images.
- Response to certain advertising can be improved be adding or subtracting the presence of people. Sometimes a friendly face drives a bond between the advertisement and the customer.
On the flip side.
- Running without the presence of people produces better results. Understanding the right symbolism for your product/service is important.
Do you want to be known for those scantily clad women with their vacant smiles or that wood grain monstrosity? Choose carefully.
Beyond your copy, how on the level are you?
Testimonials answer that question in a unique way.
Many buyers perform research before committing on financial decisions. A product or service has to be assessed on its good graces which may mean leaving the page and seeing who else recommends it.
Testimonials already indicate those with allegiance to the product/service. These individuals are already satisfied and the product/service works for them.
Instilling a Sense of Urgency in Email Marketing
Email Marketing has some limitations in how you can play with it. An email is a one shot deal. There are a number of outcomes.
|Outcome Result||Email Response|
|Success||Received, Read, Action Taken|
|Indirect Success||Received, Unread, Action Taken|
Received, Read, Deleted
Received, Unread, Deleted
|Disaster||Received, Read, Unsubscribed
Received, Unread, Unsubscribed
Setting the Right Tone
It is best to get into your main point quickly. You don’t have long before an email reader will switch off. Email is chronically bloated for many readers so time is precious.
A decision you should make is; how quickly do you want to ask the burning question? Ask that question too early and it might come across as brisk. Wait too late and you miss the boat.
Short Sentences and Paragraphs
Short sentences are a lot easier to read. Further improved layout can also set up reading a lot easier. Shorter paragraphs can also help.
Like that mentioned in Blog Posts, keeping your key point above the fold is important. When you reach scrolling fewer people will remain connected.
- Bullet points and numbered points are useful to summarise.
- Underline, bold and italic can all be used to accentuate otherwise dull paragraphs.
- Breath lines “—”, colons “:” and semi-colons “;” can help save space but make sure you know how to use them properly.
- Strikethrough can also be used as a visual tool.
- Tables are useful when you have a lot of data to represent but a short space to do it in.
Numbers can be used to stimulate interest, especially when they are the right numbers. A good way to stimulate a positive thought about the benefits of a product or service are to illustrate how numerically stronger they are.
Time = less
“My tax returns took 10 days to put together, now with Tax-Maiden I can get my returns up to date in less than 3 hours.”
Money = more
“I was able to 5X my earnings in less than a month using FurryGerbil.”
It can be easy to be skeptical. We all live in a more capitalist society than we ever have. Even countries that were under the grip of a control against capitalist ideas have buckled (Namely the PRC, The Russian Federation, Cuba). Selling is inescapable. We have to sell ourselves when we undertake an interview. That CV/Resume is our advertisement.
We have all witnessed at some stage, very ‘salesy’ emails and websites. There are videos along this line that annoy, they are the adverts we skip or block on YouTube. As I mentioned in my original version of this article:
“Videos that work this way are particularly annoying because the fervour feels about as comfortable as a shark tied to your back.”
In hindsight there has to be some balance. Patience is a virtue, that said it may not put dinner on your plate.
Don’t try, be too passive in your approach, don’t expect the results.
I drew comparison between the new salesman, desperate to make a sale, and the old practiced hand. The older salesman knows how to close, the younger salesman can end up fouling their chance. In terms of relating that to blogging and email marketing, you face danger by experimenting as you go.
The saying goes that a good product or service will always sell itself. As a marketer you’ve just got to make people aware of it. Using blunt force is less agreeable than being subtle. When you don’t know what you are doing, you are more likely to be blunt.
Time imperatives can be used as a useful aid. The problem that marketers face is that selling service has an intangible value when viewed without trial.
Urgency Responses Work Well With
- Book Sales
- Online Courses
Time limits work great with book sales because on platforms like Amazon you can run promotions with scaled price drops. Through some trial, error and the right tools, you can run your own discounts on your own products in this way. Email marketing, using time limited discount codes and other smart moves can allow access to urgency marketing success.
Online courses, especially those guided by a live tutor, are naturally going to have a limitation. When creating courses they have a shelf life. From my own experience working with an airline, yield management comes into the fore. When you are working with limited resources you manipulate the prices to ensure you fulfill the capacity of the resource. Membership comes with limitation as a pre-requisite. You have to pay to play.
Limiting a class size maintains quality. You can squeeze at both ends with your marketing. Offering an “early bird” up front, followed by offering a “last chance” at the end. That might not engender much activity in the middle of the campaign however. Limiting a class size allows you to plan for all the resources you need in order to perform the class to a high standard. This means that you can charge more up-front.
Urgency in blogging depends on the topics you write about and the words you use. In my landlord/tenant scenario at the start of this article there is application to blogging. The less personal the action you take, the more likely you are to damage relations between yourself and the respondent. In the scenario, it is quite possible that in phase 2 and 3, the tenant could trash the property in a rage. Such retaliation could relate to disparaging comments and negative reviews elsewhere, the kind of knocks you could do without.
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Featured image from Pixabay by Oscarhenao
Cavalry Charge Image within Image from Wikipedia
QuickSprout Image courtesy of QuickSprout.com, used for illustrative purposes only.