(Tim Miles is reliving the best and worst parts of the summer of 1977 – attempting to visit 14 states in 14 days with his family and only Pringles, Hawaiian Punch, and spray cheese for provisions. He’s banned iPads and is forcing his family to enjoy car bingo, the license plate game, AM radio, and the occasional 8-track tape. In his absence, Ryan Patrick has the conn.)
“During this limited time offer, the IRS will accept your tax returns!”
“Your pregnancy will only last for a limited time!”
“Hurry, 2013 could end at any moment!”
Without specific deadlines, we’d never do your taxes, your baby’s nursery would never get painted, and Ryan Seacrest wouldn’t know when to drop the ball in Times Square.
“For a limited time” won’t motivate, stimulate, induce, prod or persuade.
Deadlines elicit response.
April 15th. 40 weeks. 11:59:59 on New Years Eve.
Uh-oh. Now you’re on the clock.
Specifics are stronger than generalities. How will customers respond to your offer?
“For a limited time.” = “I can put it off.”
“Sale ends at 8 o’clock tonight.” = “Where are my car keys?”