The last 20 percent of buyers aren’t as motivated by emotion or logic, but they are motivated by a fear of missing out (FOMO). The only thing that will get them to take the leap is for them to be afraid that you’re going to take it away. Urgency comes from you giving them all the reasons why they need to buy it now, and scarcity comes from all the reasons why this will be gone soon. For this last group, I close almost every sales presentation, letter, and sequence focusing on urgency and scarcity.
