Does the copy really go for action? Or is
it just a perfunctory request? Do they lose something if they don’t reply quickly? Do they get
something if they do?
As a consumer urgency really works as an appeal technique with me. Not only in the copy but in the overall product campaign as well. If I know I can only get this product for a certain time ( The McRib, Steam Whistle Das Boot etc) I jump at the opportunity at the hopes that I won't miss out. This appeal WORKS and DM campaigns should not underestimate the power of exclusivity, limitation and over all urgency!
Absolutely, Hollie! I think that if it is utilized by experienced marketers who know the logistics of how and when to use it, then urgency can be an extremely great tool to gain customers in a short period of time. Unfortunately, I have also seen some uses of urgency to turn the objective 180 degrees. When someone offers you an incentive to BUY NOW, it is like bribing a child. It works for most of their adolescent years, but are then less enticed by the bribe, and more focused on WHY they are being bribed. Using urgency is risky depending on how strategically it is used. In most cases it is proven to be more the cause for purchasing the product in the first place. When an advertisement offers certain products that may be of interest, this could create an emotional appeal toward the product. In most cases though, consumers are using their short term memory for these products, and unless reminded multiple times, an urgency approach gets them to react on their emotions for the product by being pushed, or heavily influenced by an additional incentive.
Yes! Urgency is a vital component in DM, especially in request for immediate response. Kyle and Holly make valid points. If there is a time constraint on a specific product or service that I am genuinely interested in, and involves an offer such as a discount or means to save money, I will respond to the message within the time constraint. Ultimately it should encourage the receiver/interested participants to act upon the call to action a lot quicker, vs having the absence of urgency within a message. This would also be extremely beneficial for the campaign as well as hitting their objectives (increase sales at this time etc...)
As a consumer urgency really works as an appeal technique with me. Not only in the copy but in the overall product campaign as well. If I know I can only get this product for a certain time ( The McRib, Steam Whistle Das Boot etc) I jump at the opportunity at the hopes that I won't miss out. This appeal WORKS and DM campaigns should not underestimate the power of exclusivity, limitation and over all urgency!
ReplyDeleteAbsolutely, Hollie! I think that if it is utilized by experienced marketers who know the logistics of how and when to use it, then urgency can be an extremely great tool to gain customers in a short period of time. Unfortunately, I have also seen some uses of urgency to turn the objective 180 degrees. When someone offers you an incentive to BUY NOW, it is like bribing a child. It works for most of their adolescent years, but are then less enticed by the bribe, and more focused on WHY they are being bribed. Using urgency is risky depending on how strategically it is used. In most cases it is proven to be more the cause for purchasing the product in the first place. When an advertisement offers certain products that may be of interest, this could create an emotional appeal toward the product. In most cases though, consumers are using their short term memory for these products, and unless reminded multiple times, an urgency approach gets them to react on their emotions for the product by being pushed, or heavily influenced by an additional incentive.
ReplyDeleteYes! Urgency is a vital component in DM, especially in request for immediate response. Kyle and Holly make valid points. If there is a time constraint on a specific product or service that I am genuinely interested in, and involves an offer such as a discount or means to save money, I will respond to the message within the time constraint. Ultimately it should encourage the receiver/interested participants to act upon the call to action a lot quicker, vs having the absence of urgency within a message. This would also be extremely beneficial for the campaign as well as hitting their objectives (increase sales at this time etc...)
ReplyDelete