Hey,

A scorching email blazed its way into my inbox today, and I almost needed sunglasses to read it.

Laden with what I refer to as:

Immediate Necessity

To use an understatement, it was excessive. I wasn't a fan of the timers and intimidating messages about missing out, not to mention all those exclamation marks!

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Too often we think that if a bit of urgency can be beneficial, then it stands to reason that more of it will yield even greater results.

However, the age-old saying "too much of a good thing" still applies.

I had a guy back in the day that was part of our circle of friends, and we all hung out in this group pretty much every weekend.

We've had so many exciting experiences together. I can't wait to share more of our stories with you one day!

While the majority of our group activities were filled with memorable, hilarious experiences that I'll never forget, there was always this one person who seemed to have a crisis at every turn.

Whenever his girlfriend would stir up drama, we'd all have to abruptly depart so he could quickly rush home and attempt to resolve the quarrel.

Or, he’d be stranded somewhere because his car blew up and he had nobody else to pick him up.

Or, he’d get drunk and wander off and then call us to tell us he was lost and he needed us to find him.

And then it was this.

And then it was that.

Week after week.

It was as if fate had conspired against this man, continuously hounding him with an unwavering string of misfortunes.

While we all welcomed the chance to help out a friend.

Eventually, it became tiresome.

As we enjoyed a night out, our disregard for his urgent messages grew. Soon, it seemed like nothing could disrupt the good times we were having.

There was a popular saying about him:

When each issue is treated as a priority, none of them become one.

When everything is the same, it ceases to be interesting and engaging.

Undoubtedly, the same remains true for your marketing messages.

If every piece of your marketing is wrapped around deadlines, price increases, online timers, siren emojis 🚨, and ALL CAPS, and BOLDED…

Then people will very quickly get turned off.

Without the proper urgency conveyed in your message, potential customers may not understand that there is a limited supply of your product or service and time is running out.

If you try to force your message, people will eventually become oblivious to it.

Don’t get me wrong.  A good scarcity campaign or a slice of urgency can give people a little bit of that FOMO vibe, and get them to take action.

But, a little urgency goes a LONG way.

Finally, the shortest path to profit online is right here in front of you.

To your success,

Bozie

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