I Want to Make My Phone RING !  These are the ingredients you must have at hand

​

1. Urgency – There has to be a shortage of time or a shortage of quantity. The rule to remember is this: “No shortage, no urgency.”

 

2. Credible Desperation –Do you want to make your desperation credible? Do you want stuff to fly out the door? Say, “We’ve been thrown out! Our landlord rented our space to someone else and a dump truck will be here at 8AM on Monday, January 7th to haul away everything we leave behind….”

​

3. Specifics – “…so we’re liquidating the entire inventory, every item in every department. We’re selling the showcases, the light fixtures and the cash registers. And if you can figure out how to get the wallpaper off the wall, we’ll sell you that, too. Call your friend with a pickup truck because you’re going to leave here with an ecstatic truckload of once-in-a-lifetime bargains. 

​

4. Repetition – Nothing says “urgent news” like an ad that runs twice an hour for 72 hours. If a radio station will let you air only one ad an hour, then make sure it’s a 60-second ad. If a station has a policy that allows you to air only 3 ads every 4 hours, then buy a different station. Whatever you do, don’t air your supposedly “BIG” announcement with too little repetition.