The Urgency Factor

Let’s talk urgency. Did you know A campaign with a 48 hour deadline outperforms a seven day one? Shorter time frames create a sense of urgency that compels consumers to act immediately. Now imagine combining this with the magic of storytelling. Picture capturing leads who didn’t even opt in, sounds impossible. It’s not, thanks to new technology that tracks visitors and adds them to your email list. But here’s the twist, we use story based emails to engage these leads, avoiding the hard sell and building genuine connections instead. Ready to learn how urgency and storytelling can revolutionize your marketing, let’s dive in. 

0:43  

Hi, I’m Igor Kheifets, and this is the List Building Lifestyle, the podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures, travel the world and help people improve their lives in the process, this podcast is for you. I also invite you to claim a free copy of my best selling book, the List Building Lifestyle Confessions of an Email Millionaire at igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email swipe files and traffic blueprints. Visit www.igorsbook.com for details, and now it’s time to claim your List Building Lifestyle.

1:29  

First, let’s talk about the urgency factor. So urgency, the way it works, is the way consumers respond to marketing campaigns. One of the first things they want to know is when the special offer is going to end. And typically, whenever I’ve tested a longer time period versus shorter time period, meaning like making it less urgent versus more urgent. So let’s say seven days versus 48 hours, or 30 days versus, you know, 14 days, always, without exception, the shorter time frame wins, which means the more urgency you can inject into your campaign, the better. Of course, it has to come with a little bit of common sense, because if you make it seven minutes, then you’re not leaving yourself enough time to even mail for it. So you want to, you don’t want to make it too long, but you also don’t want to make it too short. I’d say seven days is a great time frame. It’s a good period, but depending on the offer too, meaning, like, if I’m mailing a special offer for a sales page for a product that’s on sale, right, seven days is great, five days is great. Sometimes 96 hours is amazing.

2:00

But if you’ve got a product or service that you’re promoting, what we would call evergreen, which means it’s always available no matter what. Then you know, you can build a 30 day approach where you keep sending them to that offer until they respond, and then you stop mailing them about it. For example, I was actually recording a case study last week with one of our members, and I was sharing with him that we’re experimenting with what I call a magic pixel. There’s new technology that you know how you land on a website, and there’s probably a tracking thing on it that remembers you, and then it starts following you around the internet that you can place on your landing page, and the magic pixel is able to track your computer address and based on your computer address and the way you’re connected to your internet service provider, full data from multiple databases about your email address, your phone number, your first name, your last name, your political affinity, your last 10 purchases on your credit card, your zip code. 

3:30

You see what I’m going with this basically, privacy is that no such thing, and for us as marketers, of course, that’s good news, because we started experimenting, and today alone, I’ve added over 450 new subscribers to an email sequence off of people who landed on my pages but did not give me their email address, meaning they saw my landing page and they clicked out of it, but in the short time that they were on my page, the system tracked them and added them into my autoresponder. Now if you’re wondering if this is legal, it is legal, because now when they get my emails, if they hit the unsubscribe button, I stop mailing them. So we’re legal within the can spam act, and it’s only for the US traffic, not Canadian traffic, not European traffic, because there’s GDPR in Europe and in Canada, there’s something called Castle. But the point being is that we’re getting really good open rates to the tune of 30% and click through rates of between three and 7% on these leads. Now here’s the cool part. What I’m doing with these leads is a type of sequence, type of campaign. 

4;02

The reason I’m actually bringing it up is because I’m doing story based emails only with one call to action link at the end of the email, and it’s pure story with a short call to action to some of my evergreen media, meaning that the email might be a story about my upbringing in a small town in Israel, and then transition to, kind of, from my army and military background to becoming entrepreneur, and then towards the end, you know, encouraging them, if they want to find out more about me, you know, they can go and watch a webinar a different email. Can talk about, you know, a story about how having multiple streams of income, beats having a job, because, you know, you can have a trickle here, trickle there, but if you’ve got 10 of them, and you know, it’s much better than having one source of income with this job, because you can be making money without actually actively having to trade your hours for it. And then, you know, encourage them to check out John Thornhill’s program. So basically, it’s a very, very much story based approach. 

5;00

There’s no scarcity or urgency in any of the emails. And if they just read some of the emails, I mean, they kind of get to learn my story and they get to learn the sort of person I am, what I stand for, and so on and so forth. And that approach seems to be working really well for two reasons. One is because you don’t appear to be pitching salesy right away. So the email doesn’t start with you announcing a special offer. And you know, the person you know never heard of you before, maybe seen you somewhere, but never really connected, then you know, it’s a great thing to not, I mean, basically it’s a thing to not do, right, not to really hammer the offer too much. 

6:05

The other reason, I think, why it’s working is because when you write your story, a big part of that story isn’t quote, unquote marketing copy, if that makes sense. So when you write your story in your email, or a story in your email, even if it’s a fable or a story about someone else, then maybe it’s a news article, it doesn’t appear to the algorithms, to the Gmail and the Yahoo and the AOL and the Hotmail algorithms. It doesn’t appear to be like quote, unquote marketing copy. What it appears to be more like, either a personal email or a newsletter email, where it’s more like content and News updates styled. So because of that, the delivery rates, the email inboxing rates, if you will, are much higher than if you were to write a pure marketing email. So we devoted a lot of time and attention to story based approaches. This is a great approach if you wanted to do a 30-day if you will, like sequence or 30-day campaign to people who don’t necessarily yet connect with you. This is probably one of the best approaches that you can take for that. 

Thank you for listening to the List Building Lifestyle. Get access to the previous episodes, transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com Also remember to claim your free copy of my best selling book at www.igorsbook.com It explains how I made millions with list building, starting from scratch, plus I’ll give you $3,000 worth of free bonuses, including My best landing page templates, email swipe files and traffic blueprints. Go to www.igorsbook.com now to claim your free package.