I have yet to meet a client who didn’t object to having a countdown inserted in their emails.

“What if it’s too aggressive? I don’t want to be pushy”

Very valid concerns. Especially, if you’re doing urgency like most brands. You know what I’m talking about… 

Most brands use the basic {48hrs alert} {last day} {final reminder} type of emails. However, these emails have become overused, and as a result, many subscribers are becoming desensitized to the tactic.

Case in point: I write two email promotions for a client a month. If I use the same urgency tactic every single time, readers will get annoyed and disengage with the brand. It’s also not the best way to convey the benefits, transformation, and even the brand values. Plus, there are audiences who do not react well to throwing urgency and scarcity in their faces.

One of the most common tactics used in urgency emails is FOMO

The Fear of Missing Out (FOMO) is a phenomenon where people have a constant fear of missing out on something, usually related to social events, experiences, or opportunities.

It’s normally employed in sales emails as a powerful motivator for action.

The FOMO tactic is meant to create a sense of urgency for buyers and people to take action immediately for a product, deal or opportunity.

Emails are designed to make subscribers think that they need to act quickly or otherwise they will miss a good deal.

Some common calls to action to induce a sense of urgency in FOMO emails:

• Act Now
• Only (x amount ) remaining
• Time is of the essence
• Hurry before it’s too late
• Limited spots available

However, when you do too much (or too often), when emails are dangling the FOMO with discounts, deadlines, and bonuses, they’re actually creating an irrational feeling of anxiety.

Which, you guessed it, makes your audience feel not good.

• FOMO makes one think you’re missing out on something important, exciting, or fun. 

• It can manifest in a variety of ways, such as feelings of inadequacy, loneliness, or regret.

• It’s a type of social anxiety that makes people feel pressure to be doing something constantly, or to be in the know of the latest trends, events, or experiences.

So, what’s a better way to effectively motivate readers into taking action without dangling the carrot of discounts, bonuses, and value?

We tackle all the other objections, fears, and limiting beliefs that are impacting a reader’s decision-making process. Here’s a list:

Fear of Failure: Believing that failure is unacceptable or a sign of weakness can prevent someone from taking risks or trying new things. This fear might lead to avoiding decisions that carry any risk of failure, even if those decisions could lead to significant personal or professional growth.

Imposter Syndrome: The belief that one is not as competent or knowledgeable as others perceive them to be can undermine confidence in decision-making. This might result in over-cautiousness or reliance on others to make decisions, thereby stifling personal autonomy.

Fear of Success: Some individuals fear the changes or responsibilities that success might bring. This belief can lead to self-sabotage or the avoidance of opportunities that could lead to success, as the individual might not feel deserving or capable of handling success.

Belief in Scarcity: The mindset that there are limited opportunities, resources, or successes to go around can result in overly competitive behavior or reluctance to pursue opportunities, fearing that one success excludes another.

Perfectionism: The belief that anything less than perfect is unacceptable can paralyze decision-making. This can lead to procrastination, as the individual may avoid making decisions or taking action until they are sure of a perfect outcome, which is often unattainable.

Self-Doubt: Constantly doubting one’s abilities, worth, or judgments can lead to indecision or reliance on others’ opinions, preventing personal growth and self-reliance.

Comparing Oneself to Others: Believing that others are inherently more successful, talented, or deserving can diminish self-esteem and motivation. This may result in not pursuing goals or making decisions based on what seems possible for others rather than what is desired by oneself.

Belief in Inherent Unworthiness: The belief that one does not deserve happiness, success, love, etc., can lead to decisions that reinforce this belief, such as staying in unsatisfying jobs or relationships.

Limiting beliefs are deeply held convictions that constrain our potential in various aspects of life, including our decision-making processes.

These beliefs often originate from past experiences, societal conditioning, and the messages we receive from those around us. They can significantly impact our choices and behaviors by creating self-imposed barriers to achieving our goals.

I personally like to tackle procrastination as the symptom of one of these fears or limiting beliefs.

Procrastination is delaying or postponing tasks, a common human behavior where one chooses to put off actions or decisions, often against their better judgment. It’s not about laziness or poor time management, but a complex interplay of factors including fear of failure, a desire for perfection, or a lack of motivation.

At its core, procrastination is an emotional response to what we need to do, where the task at hand is overshadowed by the immediate discomfort it brings, leading us to seek relief in avoidance or diversion, even knowing that it might bring greater stress or complications down the line.

Your subscribers’ procrastination is not about investing in your course, but about taking the steps required to reach their goal.

Procrastination can be a response to deeper psychological triggers such as overwhelm, limiting beliefs, and uncertainty. In this guide, you’ll find an urgency email adapted for each of these triggers.

You’ll find a detailed overview of this approach in my guide Inspire Action, Not Anxiety.