While purchasing some photography for a client yesterday, I noticed a special offer on my receipt. It was from a related design business, providing me a special discount code for my first purchase with them. And this: "Offer good through December 31, 2020."

That's pretty amazing. I have eleven years to check out the site, see what I might need, and save a little. In 2020, I'll have two kids in college, so I think I'll hold onto that discount because I'll need it more then than I do now!

Special offers are good. Promotional tie-ins with complementary businesses are good. But I'd encourage you to inspire a sense of urgency. Positive urgency, of course -- curiosity, excitement.

With eleven days to check it out, I probably would -- at least to see what it's all about. But eleven years? I'm not driven to action quite so much...

What timelines could you use to your favor? Create urgency to invite that first visit, or even to encourage a repeat purchase. Customers are "in the now." Make sure you are, too.

Labels: advertising, creativity, differentiation, marketing, planning, strategy