How can you create urgency in messaging to convince prospective buyers to buy now?

Great question. Ultimately I think this depends on your target audience, product, and buying cycle. If you sell enterprise software that has a long sales cycle then you can apply copy tweaks to incentivize behavior but it may not be realistic to convince a prospect to buy now for a large informed purchase that has many decision-makers. That said, a lot of this urgency is at the intersection of design and messaging. The design of specific pages (like a product page) need to be compelling and high ...Read More

You HAVE to answer "why now" with every piece of messaging you create. This is a question I ask to draw this out with my team: why didn't our prospects need this last year and this year they must have it? It's always helpful to look at macro trends and themes in the broader world + economy. Generative AI is a great example from today's market. So many vendors are just saying Gen AI without addressing the "why?" Sure it's cool, but why do I need it? Are your prospects dealing with budget cuts and ...Read More

Hi all - Ever feel like your customer messaging lacks a sense of urgency? Then this post is for you! https://medium.com/unusual-ventures/why-buy-now-the-most-urgent-question-your-startup-needs-to-answer-1492e1bc2ea0 Sharing the first of three posts covering a new enterprise storytelling framework for product marketers looking for a simple but effective way to create their company's narrative. This framework is built from personal experience leading product marketing at Okta, Citrix, Microsoft, a ...Read More

Urgency is relative. You have to deeply understand your target audience(s) and the market conditions under which they're operating. Urgency isn't manufactured, it's reflected in what you understand to be the current condition of your target audience and their environment; it shouldn't be a reflection of your company's urgency for more revenue. Let your audiences see themselves in the stories that you're telling and engender interest based on the fact that they see more of themselves and less of ...Read More