Urgency...

Whether you're promoting a drawing, a contest, or a coupon it's important to create a sense of urgency.

Most people are so busy they'll put off almost anything until the last minute. And I mean almost anything.

Today, for example, I just made an emergency appointment with my dentist. I've been putting off fixing a lost partial filling for a while. This morning, I lost the rest of the filling -- and I think I cracked my tooth. I was even going to put the emergency visit off until next week -- except I'm in a little discomfort.

Perhaps I'm over-the-top, but I think you have many customers like me. (I've been meaning to join Procrastinator's Anonymous, but I keep putting it off.)

So, I suggest you make your deadlines or expirations obvious, even obnoxious.

Don't use small print. Use big type and bright colors so no once can miss it.

I have a wastebasket full of promotional offers that have spoiled because I didn't notice or remember the expiration date.

Another great way to get customers and prospects to not neglect your promotional offer is to make the deadline memorable. Holidays are good memory pegs. People also are more likely to remember and respond to a deadline or expiration date on the last day of a month over the first. (i.e. March 31 vs. April 1).

Psychologically I think that works because you know you can't wait until next month. Or maybe you just think about it more. I really don't know why it works. But in my experience, it works.

Try to make it as hard as possible for your target market to put off doing business with you. Even make it a little painful to put it off.

Ouch! Oh yeah, I've got to get to an appointment...

Takeaway: Give your prospects an incentive to act now. And make your promotional deadline memorable.