This isn’t going to be the first article you’ve seen about urgency, but the message is an important one, maybe even more important now with the economy as shaky as it is.

Have you noticed a recent decline in sales? Are customers still buying in this economy? Maybe you haven’t noticed any negative changes, and if that’s the case – great! But there’s a good possibility that you have, or that you will. And no matter what, even in a great economy, you need to instill in your customers a sense of urgency.

So why is getting your customers to feel the urgent need to buy now so important? After all, people don’t like to be pressured – too much pressure will scare them off, right? And some people need to think things over, to take their time in making any decision. If you’re pushing them, it could backfire on you.

That’s all true, but creating a sense of urgency really isn’t about pressuring and pushing. It’s about recognizing and/or creating a real need in your customer and handing them a way to fulfill that need. It’s about saying, “This is going to make you feel better right now, and I’m going to make it very, very easy for you to agree with me and say yes – I need this right now!”

Here’s why you need to create urgency and your sales page needs to deliver a strong sense of urgency: Your prospect/client/customer already knows he or she has a need, but they’re going to hold out unless you make it impossible for them to wait.

Why do customers balk at buying? In this poor economy, it might be because they’re afraid to spend the money. In a great economy, it might be because they figure they can get a better deal from your competition. Of course, these reasons can cross over each other in a good, bad or middling economy.

Even if the customer knows or suspects they need and want what you have, they’re programmed to wait until the need is so strong that they can’t wait any longer. Your job is to point out that they’ve already waited long enough and that if they wait longer, their situation is only going to get more uncomfortable.

Your sales page may be a great sales page. It might be eye-catching enough, but not obnoxious. It might be full of compelling information about your product. It might use all the right words and catch phrases, and make it very easy for a customer to buy. But if it doesn’t create a sense of urgency, it doesn’t matter.

The sense of urgency is what will ultimately bring your customer to the point of getting out his or her wallet. They have to believe that they will somehow be cheating themselves or worsening their condition if they don’t make that purchase RIGHT NOW.

How can you create a sales page that delivers urgency? There’s no one way to do it. In fact, you should strive to create urgency in a variety of ways because not all customers will respond the exact same way to your tactics.If you deliver a sense of urgency on your sales page in several different ways, you will be increasing your chances of finding one that works for each person who lands there.

Pair the sense of urgency with an easy way to buy and you’ll have a winning combination, regardless of the state of the economy. Let’s take a look at some great ways to deliver a sense of urgency in your sales letter:

· Make sure they feel the pain. If you’re offering a great line of anti-aging skin products or an info product on natural skin care, make absolutely certain that your customer feels the pain of wrinkles, skin that is losing elasticity, age spots, sagging eyelids and dull skin tone.

Remind them that they don’t have to live with any of those problems one second longer. They can start to reverse these effects of aging from the second they click on the Buy Now button.

· Create a need out of their vanity. Everyone likes to stand out in a crowd. Everyone wants to be thought of as cool, or innovative or ahead of the pack. You can use this to create a sense of urgency. Don’t your customers want to get a jump on the competition or have something very few others do?

· Speak to their wallet. If your product is selling for $10 today, but the price is set to increase to $12 tomorrow, your customer might feel that they should just buy now and save themselves a couple bucks.

Make sure that you follow through with your timed increases or you’ll look untrustworthy if the customer returns the next day to find the same $10 price and the same notice that the price will go up tomorrow.

· Give your customer lots of incentive to buy. Pile on some excellent bonuses, and give a really good guarantee on your product.

· Use scarcity as a way to create urgency. If there are only 10 of your product left, the customer will feel more compelled to snatch it up! You can make it so that there is only a limited number of your product available or a limited time that you will be offering it.

Some have used countdown clocks or similar tools on their sales page to serve as a vivid reminder that your customer needs to act this minute or risk missing out. Remember, you have to follow through with what you’re telling your customers. If you’re counting down products or time, that countdown has to actually go down!

· Make it very, very easy to buy. Make sure that your sales page gives complete and easy-to-understand instructions for the purchase process. Be sure to have that Buy Now button very noticeable in a few different spots on your page. And give your customers a sense of safety by giving them a good product guarantee.

The results of creating a sales page that delivers a sense of urgency will be quite evident very quickly. You’ll notice that even in a poor economy your sales will remain steady and most likely will climb. You won’t suffer from the customer’s natural leaning toward holding out for a better deal or waiting until they just can’t take it anymore.

The sense of urgency you create will prompt your customers to take action when you want them to take action – now. There’s nothing wrong or unethical about creating this urgency. It just means you’re getting the sale first – before your competition.

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