My 11-year-old wrote on my day calendar as I was on my phone…
I will be happy, I will have a few regrets at times (mother’s guilt), I will miss some moments, but I’ll get to witness others. I will carelessly look away from relationships and trust in their ability to survive. They will grow all on their own, and with a little help from me… or not! — and let’s face it, I won’t be there to see every single moment. I can’t control all those moments anyway, if any of them.
And yet, I am holding a place for their growth, and it will take my breath away when I see where these people and relationships end up.
I’m certain of one thing: those strong-as-silk bonds of love don’t unravel, and it will seem like the passing of time had no consequence at all. At least as a mother, that’s how I’m counting on feeling as the years go by. We are all dangerously free — and connected all the same.
The great equalizer is TIME.
Mothers know this, and so do marketers!
I will never, and you will never, be done. No one is ever “done.”
As a copywriter, the element of time limiters is a concept that you always want to think about as you present a promise to your audience.
There is ever only so much time to see growth. Your customer will be able to see it if they “click now” — and you both will enfold the possibility under your wings for just this little bit of time.
As a marketer and salesperson, you encourage people to ACT NOW. If you’ve set the stage for the sale with content that naturally leads up to it, the urgency to act should be there.
If your customer chooses not to act, then they must either give up the idea of purchasing altogether, or gear up to make another decision about it in the future. For most people, that’s not an ideal situation. What else are they going to do? How are they going to solve the problem or scratch that itch in the meantime?
That’s the question you must address in your copy. What’s the alternative if they wait?
In the here and now, you are connecting to your customer with your offer. There is magic in that moment. And the beauty is, you don’t need to force it. You don’t need to force anything at all, because…
The moment in time where you say, “Here it is…and it will only last as long as we’re together in this moment. Make your choice.”
Time passes. We will never meet again in the here and now. (Cheesy, huh? But true!) This is IT.
Time marches on. Sometimes, thankfully, we realize time is disappearing. Most times, it escapes whether we realize it or not, and if we haven’t acted on what we really wanted, we may regret it.
That’s why I love the time limiters that highlight not only time passing, but opportunity slipping away…this one precious moment.
How can time pass so fast, how can it slip away so easily? Can’t I hold on just a little while longer?
“No,” the best time limiters seem to say, “This moment is all you have here and now.”
A good limiter follows the natural fact that time slips away. It must. There doesn’t even have to be an explanation. It’s here one minute, and the next it’s gone.
It’s not fair, of course, it’s not fair that time limiters slip way. In fact I never understand the emails that clamor up to say, OMG Did you miss it? Yes, you missed it. So here is “One More Chance.”
Don’t give them a second chance. (Or, if you do, don’t suggest that you will in your offer. People will always take more time if you give it to them.)
In real life, you rarely get the same opportunity twice.
Everyone knows that. No one really expects to.
It’s a cold fact, but let’s face it, you just don’t get another chance.
You wake up and your family is different, your life is different, the chance you always thought was sitting waiting patiently for you…simply stood up while you were looking away, and walked out the door.
I’m challenge you to stick to your guns the next time you use a time limiter on an offer. If you say, “this offer is only available for 12 more hours,” then have the balls to turn away purchasers who sneak in at 12:01 and beg for more time. Life isn’t like that. Life is so perfectly sweet and it is full to bursting with opportunities that never see a second chance. Let you customer have her moment to make her choice. If she misses her chance, next time she may be more decisive.
Stick to your time limiters and they will be all the more powerful.
Recently I saw a really cool time limiter on an offer on a sales page. The deal was, you only got one chance to decide whether you wanted X at this price. Once you left the page, the price went up. It had to; there were others waiting to purchase X, so each time you put it off, each time you looked at the offer and declined, someone else presumably stepped in to capture it at the designated price. Every purchase locked in its own special price. As demand went up (meaning as more people viewed the offer and decided to purchase), the price went up.
This is natural law, folks, at least according to the free markets.
No complaining, and no foul. The price goes up if you neglect to purchase and someone else buys it instead.
Isn’t that just like life?
Don’t be afraid to use limiters in your copy. Don’t feel sheepish about it. First come, fIrst served. Use your time limiters proudly. There’s nothing more equalizing than time. At least your customer will know you are living in the real world.
The second time around, the offer will a little bit different, because, you know, you never step in the same river twice, and you’re never “done.”