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10 Ways to
Write More Effective Ads
Use Takeaway
Selling to Increase the Urgency
Page 2 of 2
In the second method, limiting the time, a
deadline is added to the offer. It should be a realistic
deadline, not one that changes all the time (especially on a
website, where the deadline date always seems to be that very
day at midnight…when you return the next day, the deadline date
has mysteriously changed again to the new day). Deadlines that
change decrease your credibility.
This approach works well when the offer or the
price will change, or the product/service will become
unavailable, after the deadline.
The third method, limiting the offer, is
accomplished by limiting other parts of the offer, such as the
guarantee, bonuses or premiums, the price, and so on.
When using takeaway selling, you must be sure to
follow-through with your restrictions. If you say you only have
500 widgets to sell, then don’t sell 501. If you say your offer
will expire at the end of the month, make sure it does.
Otherwise your credibility will take a hit. Prospects will
remember the next time another offer from you makes its way into
their hands.
Another important thing you should do is explain
the reason why the offer is being restricted. Don’t just say the
price will be going up in three weeks, but decline to tell them
why.
Here are some examples of good takeaway selling:
“Unfortunately, I can only handle so many
clients. Once my plate is full, I will be unable to accept any
new business. So if you’re serious about strengthening your
investment strategies and creating more wealth than ever before,
you should contact me ASAP.”
“Remember…you must act
by [date] at
midnight in
order to get my 2 bonuses. These bonuses have been provided by
[third-party company], and we have no control over their
availability after that time.”
“We’ve obtained only 750 of these premiums
from our vendor. Once they are gone, we won’t be able to get any
more until next year. And even then we can’t guarantee the price
will remain the same. In fact, because of the increasing demand,
it’s very likely the price could double or triple by then!”
Remember when I said earlier that people buy
based on emotions, then back up their decision to buy with
logic? Well, by using takeaway selling, that restriction becomes
part of that logic to buy and buy now.
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