Creating urgency is important… but make sure it doesn’t sound like everyone else.

In order to get people to feel like they need your product right now, your ads need to create urgency and scarcity. And a few ways that we do this for our clients is we make sure that in their ad scripts, they're actually telling the person watching the ad that this free training, for example, might go away very soon. I actually learned this from one of my former mentors, and you could call that unethical or maybe not, but it's actually true. How long will that promotion or campaign still run? It might be here for one year, two years, or it might go away next week if it doesn't work. Right. That's an easy way to do it. But then another way is just by simply twisting the knife. Basically paint the picture for them. If they don't take action and click the ad and actually learn the information that they need to transform their life with the product or service that you sell, they're probably not going to get the result that they want. They're probably going to continue doing the same thing day after day and be in the same position they were two, three years from now as they are today, and they don't want to do that. Right. If someone wants to truly transform their life, you got to get them to take action right now. You got to twist the knife, paint the picture, paint the future problem, and be able to get them to click the ad.