Turns fake scarcity into real customer loyalty in about 3 emails

When your email swipe file makes you feel dirty…

Jason here.

Whenever I’m digging for subject lines or headline ideas…

I take a stroll through my swipe email inbox.

That’s where I subscribe to my favorite experts and newsletters.

Just peeked at the emails from a company I used to work with.

Every. Single. One. Screaming urgent at me like I'm hard of hearing.

You can only hear LAST CALL so many times…

Then people start tuning that noise out after the second or third false alarm.

It sucks because the company puts out AMAZING products.

But…

This is a lot like a neighbor who constantly rings your doorbell claiming their house is on fire.

First time you grab the garden hose and sprint over.

Fifth time you peek through the blinds and roll your eyes.

Tenth time you're googling how to block their number.

Creating more alarms doesn't increase response—it just makes people install better filters.

And those false urgency tactics linger like a bad smell.

"TODAY ONLY!!!" followed by…

"EXTENDED BY POPULAR DEMAND!!!" followed by…

"SERIOUSLY LAST CHANCE GUYS!!!"

Real customers see right through it.

Now...

There's nothing wrong with creating genuine urgency.

But IMO when every message screams emergency…

It creates the opposite effect—total numbness.

Conversion rates might spike short-term, but long-term? Dead list walking.

On the other hand…

Used correctly, urgency can actually make buyers trust you MORE…

Stick around a heck of a lot longer…

And actually BEG to buy from you.

The difference is subtle but makes a world of difference.

In my experience...

Natural urgency creates trust. 

Artificial urgency destroys it.

Natural urgency just tells it like it is. 

No BS about made-up constraints.

Here’s an example Travis has used time and again with a list that LOVES him…

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