Prospects are a tricky bunch. They never do what you’d like them to.

It’s infuriating – and it’s not great for profits either.

Here’s what it all boils down to:

“People buy when it suits them – not when it suits you”

But it’s because of this auto-responders work so well. When it finally suits a prospect to buy, if one of your mails has just tapped them on the shoulder, you’re in with a great chance.

But sometimes, you don’t even need to be in the right place (their inbox) at the right time (as often as possible).

There’s another way to cajole them in to doing what you’d like, whether they are ready to buy or still mulling stuff over.

It’s not new or ground breaking. And like everything else on this blog it really is old hat. But it works. Here it is:

Add urgency to your mails in any way you can

Adding urgency works for two reasons.

Firstly, there are always prospects who want to enquire or buy – but are too busy. They decide to do it later. But the truth is, later is never. Never forget that.

Urgency gives them the nudge they need to find the time.

The second reason is just plain greed. All these examples appeal to greed – and all of them work well:

“This offer has to end at …”

“10% discount if you order by …”

“Voucher valid until…”

Yes, they are old and clichéd. But you keep seeing them because they work. So don’t be afraid of using them or variations for your business. It makes a real difference.

My favourite example of ‘creative urgency’ came from a local car dealership just before Christmas. They sent out a brazenly honest email, with oodles of urgency.

Basically, the mail said, “This is always a terrible time of year for us – we sell next to nothing. So have a look at the discount on these. You won’t get anywhere near these prices in the New Year.”

It just goes to show whatever you do or sell, there are always ways to add urgency.