An email marketer discovers that adding a deadline boosts sales. So he writes the subject line:<\/p>\n
\u201c\ud835\ude11\ud835\ude30\ud835\ude2a\ud835\ude2f \ud835\ude35\ud835\ude30\ud835\ude25\ud835\ude22\ud835\ude3a \ud835\ude22\ud835\ude2f\ud835\ude25 \ud835\ude34\ud835\ude22\ud835\ude37\ud835\ude26 30%. \ud835\ude16\ud835\ude27\ud835\ude27\ud835\ude26\ud835\ude33 \ud835\ude26\ud835\ude2f\ud835\ude25\ud835\ude34 \ud835\ude0d\ud835\ude33\ud835\ude2a\ud835\ude25\ud835\ude22\ud835\ude3a.\u201d<\/p>\n
The trouble? These readers have never heard of the product. They don’t know what it does, much less why they need it. The deadline gives them a reason to hurry before they’ve found a reason to care.<\/p>\n
Ten years in the classroom taught me something useful about copywriting: you can have the right lesson, the right explanation, and still deliver it too soon.<\/p>\n
A martial artist might know a powerful kick. But throw it when an opponent is too close, and the kick becomes a liability. The move isn’t bad. The distance is wrong.<\/p>\n
Suppose you’re selling a special paint that makes basement water leaks easier to locate. Most homeowners don’t know such a product exists. They’re not ready for a discount. First, show them the problem:<\/p>\n
\u201cYour basement wall is damp. But where is the water actually getting in?\u201d<\/p>\n
Then explain how the paint helps reveal the source of the leak.<\/p>\n
Now consider an existing customer who knows the product, trusts you, and needs another can. Another explanation may only delay the sale.<\/p>\n
\u201cLeak-detection paint is back in stock. Save 30% through Friday.\u201d<\/p>\n
Same product. Same goal. Different conditions.<\/p>\n
Urgency isn’t always wrong. Neither are long leads, big promises, or detailed proof. Each can work until the reader’s situation calls for something else.<\/p>\n
The amateur asks, \u201cWhat’s the proven technique?\u201d The expert asks, \u201cWhat does this reader need \ud835\uddfb\ud835\uddf2\ud835\ude05\ud835\ude01?\u201d<\/p>\n
RW<\/p>\n
.<\/p>\n
.<\/p>\n
.<\/p>\n","protected":false},"excerpt":{"rendered":"
An email marketer discovers that adding a deadline boosts sales. So he writes the subject line: \u201c\ud835\ude11\ud835\ude30\ud835\ude2a\ud835\ude2f \ud835\ude35\ud835\ude30\ud835\ude25\ud835\ude22\ud835\ude3a \ud835\ude22\ud835\ude2f\ud835\ude25 \ud835\ude34\ud835\ude22\ud835\ude37\ud835\ude26 30%. \ud835\ude16\ud835\ude27\ud835\ude27\ud835\ude26\ud835\ude33 \ud835\ude26\ud835\ude2f\ud835\ude25\ud835\ude34 \ud835\ude0d\ud835\ude33\ud835\ude2a\ud835\ude25\ud835\ude22\ud835\ude3a.\u201d The trouble? These readers have never heard of the product. They don’t know what it does, much less why they need it. The deadline gives them a reason to hurry before […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8,4,7],"tags":[],"class_list":["post-672","post","type-post","status-publish","format-standard","hentry","category-buying-psychology","category-copywriting","category-email-marketing"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/672","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=672"}],"version-history":[{"count":1,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/672\/revisions"}],"predecessor-version":[{"id":673,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/672\/revisions\/673"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}