URGENCY NONVERBALS

Nonverbal cues (sights and sounds) in the background may be used to suggest a sense of urgency: quickening tempo in music, staccato sounds, clocks ticking, timers clicking, hourglass sands draining, drums beating, fast-talkers, auctioneer's chatter, blast-off count-downs, flashing strobe lights, images of motion, disappearing items, or shrinking stocks.

By suggesting a shortage of time, or a scarcity of items, persuaders can appeal not only to our desires, but also to our fears that we will lose a benefit.

Nonverbals often create a mood, or a sense of danger, a threat of loss, an anxiety that can be relieved by a response. Act now!

For example, people often get caught up in the excitement created by the urgency tactics used in various "shopping clubs" on cable TV. The announcers act as cheerleaders, stroke the vanity of buyers by praising their choices ("You really picked a bargain...") and mentioning their names on TV. While these programs may seem corny to some people, the programs have been very successful is selling millions of dollars of junk jewelry and ceramic knickknacks to a large audience, many of whom are "compulsive shoppers," an easy target for an urgent appeal.