I've been noticing a sharp decline in interactions or ROI with content that uses urgency as the CTA. Is this a problem for anyone else? Have we overused urgency and now nothing seems urgent to audiences?

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Urgency is mostly used for direct response marketing. Direct response is for fearful clients who insist on measuring every single penny spent on their marketing.

Marketing is an art. There’s no way to measure it. For example, which exact Coca-Cola ad made you buy one? Imagine if you never saw one sign or ad for Coca-Cola and you couldn’t buy any cans of it unless you ordered it directly from a “Buy now” CTA within a mass email … that’s direct response.

The direct response mindset is typically for small business. But this mindset infects big business leaders who think they know everything and don’t know the power of branding. This makes them not want to spend money on it.

It’s partly our fault for promising clients that we can measure “ROI” on marketing. Aside from DR (direct response), you can’t. Marketing takes guts.

There’s a famous quote, “I am convinced that about one-half the money I spend for advertising is wasted, but I have never been able to decide which half.”

(PS: OP, I hope you aren’t an AI bot.)

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is it better to burn out or fade away?

Do you really think that urgency crap ever works? It’s merely for clients who are afraid of their own shadow.

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