I always load up my ads with urgency. You never want to let your reader think she has the luxury to put the copy aside and think about the offer. World-class salesmen know that letting the prospect “think about it” will kill the sale.
Here is an example of piling urgency upon the urgency. The special notice is a lift note that went out with the following letter to all past buyers of product. The house list got to see the promotion first… and thus had a “window” of a week or so to order before the bulk of the market even knew the product had been released.
So it’s a combination of privileged opportunity… a no-risk offer (with an extra $10 back if you ask for a refund)… and a ticking clock. It’s like lighting a fire under your reader’s butt.
Click here to see “A Special Notice” cover letter.
Click here to see “A Special Notice” ad.
(Each will open in a new window or tab, so you can toggle between the cover letter, the ad and Carlton’s commentary.)
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