Whatever the sales medium, an essential component of any sales message is to answer the prospect’s unspoken question, “Why should I buy this NOW?”
You have to answer this question effectively, because if your prospect doesn’t buy now, he or she probably never will.
Ask a car salesperson, and you’ll be told that unless a prospect is closed there and then, the likelihood they will return and buy on some other day is slim.
Ask someone who sends out direct mail, and you’ll hear that unless their readers buy right away – when they first open and read the package – they won’t buy at all. The same is true of direct response ads on TV, which is why viewers are encouraged to call within the next 10 minutes.