My wife and I are shopping for a new home. We’re quite excited as one house has caught our eye, and we’re making an offer on it as I type this.

With the excitement comes a bit of trepidation, however, since we know we’ll have to start packing, making moving preparations and, of course, go furniture shopping in order to fill some of the “extra space.” (Our new home is double the size of our current one.)

This reminds of the last time I went shopping for furniture when I bought my previous house. Why? Because something strange occurred that reminded me of the power of applying pressure in copywriting.

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Takeaway selling, for the uninitiated, is a way to limit the supply of a product or service in some way to increase scarcity of an offer. Because it’s a proven fact that scarcity sells. It’s the age ol’ law of supply and demand.

The less the supply, the greater the demand, as people don’t know how much they want something until it’s about to be taken away from them.

As Jim Rohn once said, “Without a sense of urgency, desire loses its value.” Why? Because procrastination is the biggest killer of sales — particularly online where the chances of a prospect staying on or returning to a website (in order to think about buying), in today’s click-happy world, are scarce.

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