GTM Unleashed: Tick Tock: The Art of Manufacturing Time’s Pressure

Tick. Tock. Time’s running out. Or is it? In the modern business labyrinth, those who master the clock rule the game. But let’s get one thing straight: Urgency isn’t about sounding the alarm with false fire drills. No, it’s a craftier beast, as old as the sands of time itself, yet as potent as ever1.

Look at the genius behind limited-time offers or those little ‘only 3 items left’ tags on online products. Apple’s annual product releases? Or the world of high fashion with their seasonal collections2? They all capitalize on one undeniable human truth: When we believe something is scarce or fleeting, we act. Psychologically, urgency creates a conflict between our fear of missing out and our need for the item or experience3. This conflict is so powerful that it can drive the most hesitant customer into action.

But here’s the catch – the age of information has brought along a consumer that’s smarter, sharper, and more skeptical. Today’s users can smell a rat from a mile away. So, those who wish to harness the potency of urgency need to ensure it’s authentic. Ever watched a movie where the bomb’s timer stops at the last possible second? Exciting, right? But imagine if every movie had the same climax. Predictable and boring. That’s exactly how customers feel about false urgency.

However, when done right, urgency can be the difference between a potential customer and a loyal one. Think of it as a nudge, a gentle push towards making a decision that they might be on the fence about.

Here’s your takeaway: It’s time to get creative, authentic, and a tad cunning. Let your customers feel the rush, but never the pressure. Because urgency, when genuine, becomes an experience, not a sales tactic.

“In the age of abundance, nothing is more valuable than urgency.” – Unknown

Footnotes

  1. Cialdini, R. (2009). Influence: The psychology of persuasion. Harper Collins. 
  2. Disruptive: Scarcity Marketing: Everybody Wants What They Can’t Have
  3. Van den Bergh, B., Dewitte, S., & Warlop, L. (2008). Bikinis Instigate Generalized Impatience in Intertemporal Choice. Journal of Consumer Research, 35(1), 85-97. 

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