We're on our holidays at the mo, in a little place overlooking the sea.
There's a blue tractor train ride that takes you from one end of the beach to the harbour. Elliott, my eldest has been bangin' on about going on it since we arrived on Friday.
So
this afternoon we all piled on...
And we'd barely started moving when my he utters the words every mother dreads...
'Mummy, I really need a wee.' He's wiggling and jiggling and holding his 'winky'. His eyes pleading me to produce a toilet as if I carry one in my handbag.
FFS, I mutter as I look around for emergency toilet options.
Now I know you might be thinking, 'What the heck's this got to do with email marketing?'
Well hold your winky. I was getting to
that...
This situation is a perfect demonstration of urgency (he genuinely needed a wee) and scarcity (no toilets for a million miles).
He couldn't think of anything else but to go to the toilet.
Urgency and scarcity are great hooks for your email launch campaigns and ad copy.
They create desire and a fear of missing out.
There are several ways you can do this with books.
Let's say you're about to launch your latest novel.
A prelaunch discount just for your mailing list is an obvious one. Urgency is created because you'll tell them the price goes up on launch day, and scarcity is created because it's just for your list.
You could also offer a limited-time bonus and make the offer available to a limited number of people.
For example:
Offer a 20minute ask me anything zoom chat to the first ten people (scarcity) to reply to your email on launch day (urgency). This option is great if
you don't have time to write any bonus material or you're a non-fiction author with a self-help offering.
You could ask people to write a social media post about your launch, and if they send you a screenshot, they can get a bonus or a free copy of your latest book. You'd have to give them a deadline, like within your launch week, to get the bonus.
That's just a couple of ways to use scarcity and urgency to increase desire and sales. Hopefully, I've given you enough of an understanding to test it in your marketing.
If you give it a go, let me know how it goes. If you've got any questions, give me a shout, I'll be happy to help.
Right, I'm off to check what Amazon's got to offer in the portable toilet department.
Speak soon.
Angie