Never before, never again

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When you want people to do something–read your post, register for your event, take you up on your offer–it’s almost always a good idea to use an appeal to urgency.

You want to convey the feeling that what you’re offering or promoting has “never before been available, and it never will again.”

You probably won’t say those words (although you might) but that’s the feeling you want to convey.

Urgency is an important tool in your marketing toolbox because it’s tough enough to get people to do anything, even when it is in their best interests.

Urgency, special offers, scarcity, and other “devices” usually increase response. I use them. You should too.

Problem is, we know that most people are busy and don’t have time to watch every video or read every post.

I’m on a lot of lists and when I get an email telling me a certain video I wanted to watch will be taken down in 24 hours, more often than not, I delete the email and carry on with my day.

But here’s the thing.

When I get an email from certain people, I do everything in my power to watch the video or visit the page.

I trust and respect them and if they’re recommending it, I’m in.

I have a short (mental) list of people I follow that don’t have to try hard to “sell” me on anything. It doesn’t mean I’m going to buy everything they sell or recommend, just that they have earned the right to my attention.

I hope I have earned that right with you. That’s the goal. To be on your shortlist of “must-reads”–someone you respect and trust and listen to.

And that should be your goal with your list.

Most people won’t make the cut. But if you can earn the trust and loyalty of even a small percentage of the people on your list, you’ll be in good shape.

If you do it right, those people will keep your waiting room filled.

They’ll supply you with repeat business and referrals. They’ll send traffic to your website, promote your content and events, and otherwise help your list and your practice grow.

If you don’t have a list, it’s time to start one. If you do have a list, it’s time to send them something.

How to do email right

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