# Create Urgency A while back I dated this woman. I liked her a lot—and she liked me too I think—but try as I might, she just wouldn't become my "official" girlfriend. Then there was another time—with a different lady—and *I* was the one having a hard time getting locked down. I just couldn't help but wonder who or what else might be out there. Both relationships ended in a breakup. But you know what happened after that? The dumper came crawling back with their tail between their legs begging to be taken back. Humans are funny. We sometimes don't appreciate what we have. But when there's the threat of *losing* it? Watch out... It's time to shit or get off the pot, and just as the toilet's strolling away, we suddenly have to shit *real* bad. To write kickass copy that converts, you have to use this quirk to your advantage. Because even after the perfect pitch... the most incredible offer... the chance to be my girlfriend... people *still* won't take the bait. * They'll want to think it over... * They'll hem and haw... * *They'll probably find themselves another lover...* ... Unless you do one thing. Stoke the fire with the fear of missing out. Here are a few ideas to get you started: >* Deadlines >* Limited supplies/product shortages >* Limited time price opportunities >* Closeout sales >* Limited editions >* Special add-ons for buying now >* Giving certain readers first dibs before the masses Here's one that worked on me. It's almost certainly untrue. ![Breakthrough Advertising](/images/breakthrough2.png "Only a few copies left worldwide") ### Action Items What **legitimate** reason do you have for urging your customers to act now? What incentives can you offer for a prompt buy-in? There's always something—Be creative! ### Onward ➔ With these six essential kickass copy elements under your belt, we've got a list for your to go through for even *more* creative and persuasive ideas. Give it a lookover. When you're done, be sure to explore the rest of the Persuasion Playbook. See you there... or something.