The Basics of Influence: Urgency

Over the next few weeks to be sharing some small articles that primarily focus on how to influence people. Why in the heck do you want to learn that? Well no matter what you are doing you are trying to influence people at least 30 times a day. Whether it's talking to the a cashier at the store, debating with your spouse, or talking to a client, you are always trying to persuade others.

That being the case, why not get better at it? The better you get, the more money you make them happier you will be.

As a side note, a lot of these small articles are going to be based off of the book Influence by Robert Cialdini. If you don't have this book, you need to stop what you're doing right now and grab it.

But if you act now you also get…

Have you ever wondered why those late-night infomercials all seem to have the same templated sales pitch? Well, for one the sales pitches work, and two, they work because they follow specific influential characteristics that are proven psychologically.

One of these characteristics that you may not always see depending on how well the sales pitch is, is urgency.

Without going into a lot of detail the purpose of urgency is to make it so that the person doesn't have time to deliberate whether or not they should buy a product. Of course urgency doesn't have to be specific to sales and marketing, but for the sake of time and because the Online Empire Academy is a site dedicated to helping people make sales online or off-line, let's just use sales and marketing examples from here on out.

You see the problem when selling items to consumers is that they are bombarded every day with offer, after offer, after offer… That means that while you may think that you have the most amazing and unique product that can benefit your target market, they've already been bashed over the head with other products that claim the same exact thing.

Now, because of all of the marketing and sales pitches thrown at them, your target customer has their protection mechanisms up at all times. In one of those mechanisms is “thinking about it”. When your customer thinks about your product rather than jumps at the opportunity to buy, it's essentially saying no. They are saying no I do not want to buy your product, but I will think about it out of courtesy. The longer your customer thinks, the more likely it is they will never buy your product. The sad thing is that they do this even if the product is going to make them 1000 times more money than are making right now.

That's why urgency is so important. When you sent the timetable on when they can register, receive a discount, or any other benefit they'll lose if they wait, it helps your customer to make a decision that's based on the information at hand rather than the habit of saying no.

Examples of urgency

Here are some quick examples of how you can take advantage of urgency whenever you are talking with someone, selling something to someone, or whatever else that requires persuasion.

Giving a 20% discount to people who sign up for your course within the next 24 hours.

Offering a free e-book to people who sign up for your email list by the end of the week.

Asking a past customer to give a review of a product by the first of the month in order to receive a 25% off coupon for their next purchase.

The first five people who sign up for your coaching program gets a free business assessment.

As you can see these are pretty basic, but you would be surprised at how much higher your conversions will be for anything that you're doing when you add a little bit of urgency to it. When people feel as though they are going to potentially lose something if they don't act quickly, they would rather take action despite having fears and reservations, then to miss out on the opportunity that they know is valuable.

About The Author

Dean Soto

Founder of the Online Empire Academy and creator of