Can I admit something?
I'm so bored of launching again & again & again.
(Like an overweight hamster running on a wheel.)
When I thought about the reason why I launch & close programs so often, I realized it was because that was the only way I knew how to create urgency.
I'd seen it work before. I knew that it was a solid option for making sales in small periods of time.
Turns out though that it works great for some people, but for me, it's really draining.
So I've been leaning toward the idea of making the products I've been launching as evergreen products on my site (because helloooo, free time is fun) and right when I made that decision, my little friend scarcity showed up and was all like
"Well, who is going to buy your product if they don't have to buy it right away?"
And silly me, I listened to scarcity.
But only for a little bit because her lies are easily exposed, and this time the person who lifted the veil was Tara Gentile when she wrote this article on true urgency.
True urgency, she says, isn't about carts that are closing in just eight hours or timer countdowns encouraging you to buy before the discount ends.
It's really about why someone needs whatever you're offering RIGHT NOW.
So I got to thinking about this and came up with a few answers:
M needs the pronouns challenge RIGHT NOW because she really values knowing how to use the language well and is done with feeling like she has no idea how to use pronouns. She's tired of guessing and feeling embarrassed when she uses them incorrectly again.
And then I wondered, as many of us do, is that good enough?
So I did some sleuthing because I like examples.
Here are some examples of copy from perennial products that I think create true urgency:
Will today be the day your business enters a whole new phase? Will today be the day you claim a bigger impact for yourself and your customers? - Tara Gentile, The Art of Earning
If you've ever looked for a better way to do things your way, this is the book for you. - Tara Gentile, Quiet Power Strategy
I’m going to say something a bit audacious and salesy-sounding. Here goes: The Evergreen Desire Map Day Planner could totally uplift your life. Because being mindful, reflective, honest, optimistic, on time, and at least a bit organized — is a daily deal. The inspired and “together” life you dream of has got to have practical applications. This is it. A Day Planner that incorporates your soul and your to-do list; your core desired feelings and your goals; your gratitude and your plans for change. - Danielle LaPorte, The Desire Map Day Planner
The bottom line is that, in order to be taken seriously and to see the results you want and deserve with your business, you need to look and sound like a pro. That either means hiring a designer and copywriter every single time you need to launch a product, create a contract, or anything in between - or it means you need to invest in yourself and learn the DIY approach so that you can take control of your own brand, for good. - House of Moxie, Brandgasm
Don’t Just Say You’re the Boss. BE ONE.
When you speak with power, you get respected. And respected people are those who effortlessly get the gig, artfully make the money, and have better hair than you (probably). Everything you say (or don’t say) makes a statement about who you are, how much you should be paid, and whether you’re worth it.
Make sure you’re making the right statements. - House of Moxie, Love, Business Owner
(Psssst. The sales page linked above is stunning. Check it out.)
And then I started thinking about why I have boughtproducts that are always available in the past:
- I bought the plugin Thrive Content Builder because it felt like the right time for me to build landing and sales pages that were effective AND beautiful. I was also getting nervous that I wouldn't have a landing page for the Chinese site and didn't want to hire a designer/developer.
- I buy lessons on Italki when I feel like I'm not being consistent enough or making the kind of progress that satisfies me as a language learner.
- I bought that course by Osho because I felt stuck with meditation and wanted to take my practice to a new level.
- I bought the language workshop by Luca because I was tired of being an amateur when it came to learning a language. I wanted to know RIGHT AWAY what an expert was doing to become fluent. I felt like I had been wasting so much time, and I imagined all of the time in the future I would waste if I didn't learn how to learn.
- I bought beeswax because I was tired of using lotion full of chemicals and wanted to make my own.
- I bought course design consulting services because I wanted to create a course that was effective with less trial & error from the start.
In each of the examples above, I bought when I had made some sort of realization that what I was doing wasn't working OR to save myself time and headache in the future.
I think that I'm a very practical consumer. I like to buy things that I need and am less dazzled by new, interesting products.
That being said, I'm not my ideal customer.
I think my ideal customer has exhausted traditional options, like the classroom, and is now searching for a more direct, focused, and understanding approach that isn't complicated by fancy grammar words.
He's looking for someone who is just as passionate as he is about learning the language and can warn him in advance of the pieces that might trip him up.
She's decided to learn on her own, but is just now realizing the gravity of that decision as she grapples for what to do next or build her vocabulary.
She's looking for a resource that will support everything else she's using and hopes that it will be the one that helps her make the connection between theory & actually using it.
He likes to laugh & have fun while he learns.
She has a feeling there's a better way to learn the grammar, and she's willing to try something new because she's tired of making mistakes and feeling stuck in the same place.
He's ready to focus.
My ideal customer is all of the things I've listed above and SO. MUCH. MORE.
I guess we'll see if I really do understand them once the site has products offered year round.
If not, back to the drawing board.