(6) Leveraging Urgency

(6) Leveraging Urgency

Just have it everywhere.

From Thursday until Monday.

Urgency is one of the most important factors in any flash campaign.

By default, a flash campaign will have a deadline.

Millions are lost because many brands don't leverage urgency.

We won’t be losing them.

As humans, we are psychologically conditioned to respond to urgency.  

= Even more important during Black Friday.

Why is it so important?

People have SO MANY options to buy what you sell from SO MANY brands launching SO MANY ads that there’s literally no time or opportunity to waste.

• IF you have someone in the cart process, don’t lose them because they think “nah, I can buy later, now I’m lazy”

“Your order is saved for the next 09m:10s”

With urgency in ads, we increase CTR.

With high CPMs, I can't afford low CTRs.

With urgency on the website, I increase CVR.

With how expensive clicks are, I better have a high conversion rate.

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The first question is when to use it.

Different opportunities for urgency:

1. When your priority access to Black Friday is about to end  

It doesn’t matter if you start on November 10th or 25th, the idea is that this ends at some point. Use the fact that it’s limited to include things like:

Priority Access - Ending Soon

Website header:  

“Black Friday Priority Access Ends in 23h:15m:10s”

2. When Black Friday is about to end, meaning from the moment it’s Black Friday  
   BF technically lasts 24 hours.  
   Then with the weekend, it's another 24 hours.  
   And when Cyber Monday hits, it’s 24 hours.  
   In reality, you can have 4 different 24-hour countdowns for each day of BFCM.
   
   ADS since Thursday = LAST 24H or LAST HOURS
   Website = 24h countdown

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The second question is where to use urgency

- Ad copy  

- Ad creative  

  - LAST CHANCE | Up to 50% off…  

  - FINAL HOURS | Up to 50% off…  

  - Black Friday Deals: Only today! Get your xyz now.

- Email subject

- Email body

- Store announcement bar: crucial for countdowns.  

- Homepage banner: change it during different periods.  

- Product page on your store: whether in the header or near the cart button  

- In the cart: Black Friday ends in 09h:10m:23s or even  

- “High Demand - Your order is reserved for 09m:02s”  

- “Order reserved for 01h:23m:09s”  

- IG Stories: Organic IG stories countdown sticker  

We’ll explore more on urgency during the different flash campaign phases.