"Your customer may be starting from a point of skepticism. Showing them that others have already taken action can help move along their consideration process... 'Almost sold out' lets people know they need to act fast, while a long list of customers, donors or attendees gives them confidence that others have already taken the leap."

Last week I mentioned Access Intelligence VP Dan Hanover's preference that the fear of paying more works better than the benefit of saving money. So instead of "Last chance to save $200," he strongly prefers "Prices will go up $200 tomorrow."

Nancy Harhut was right—they got me with the clock. I had deliberated on becoming a member of Lincoln Center Theater in New York but then that last email yesterday: "Time is running out... LCT Membership will only remain open for a few more days... Once closed, it won't reopen for years." And then the alarm clock in the email! Argghhh! The credit card's out!