messy documents where we dump all our ideas . and then we have to go about cleaning that up and putting it into some sort of narrative for our client or just to make some sense out of it.  in my process as well. And then afterwards .

 

 to make myself feel like a good human being .

I’ll go clean it up. Dan Levy: Totally. In your post . you take a close look at a landing page by Noah Kagan for an email marketing course that he was involved with. So the page passes the U test . but you suggest that he could actually improve on one of his U’s by adding more urgency.

 

 Can you break this one down for us Marc Aarons: Yeah . sure thing. He did many things there as well . but for us to up the urgency factor . we could show through social proof how many other people are actually taking this course as well. So if we say something like .

 

 “Join . other sharp marketers .” or whatever

the specific number is right now . th Cell phone number list ecuador en that may trigger someone who’s reading it to say . “Oh . wow. Everyone else is doing this . and they’re getting ahead of me . and I don’t want to get left behind. So let me go ahead and opt in right now before all of my other competitors and everybody else gets the jump on this.

” Dan Levy: You also say later in the post . though .

that urgency can actually backfire someti Dan Levy: Let’s get nerdy. Marc Aarons: I totally mes. How so Marc Aarons: Totally. So if you push too hard – and this comes right back to knowing specifically who it is that you’re talking to – because if you push the envelope too hard .

 

 it’s almost like the used car salesman who’s trying to get you to buy . buy . buy . buy now. It is like . “Whoa . why are you trying to push this so hard ” Maybe it actually isn’t that good . which totally goes into this whole deeper thing of demand and supply and all that kind of stuff.

 

 But if you push the urgency factor too high

. it will actually repel the person that you’re trying to target . and it may actually attract the wrong kind of person because if you use too much urgency . then you’re going to be attracting people who act on impulse and who respond to that.

 

 And you’ll have to continue to sell to them because that’s the customer that you now have in your sales funnel. Dan Levy: There’s a carpet store that’s on my corner that’s been going out of business . I think for six or seven years now. So it’s like . “Act fast .” and I think a lot of customers can see through that.

 

 But that’s an interesting point . too .

about attracting the wrong kind of customer on unqualified leads or customers that are ultimately going to be a drain on your resources – maybe on the customer success side. Marc Aarons: Absolutely. Dan Levy: You mentioned a statistic that Brian Clark of Copyblogger and others have written about .

 

 which is that percent of the most effective headlines from the early years of magazine advertising were actually eight words or fewer. Eight words aren’t that much . really . but are eight words really enough to be ultra-specific about a complex offer Marc Aarons: The answer is . again . yes and no.