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Urgency and Exclusivity

Pete's Anniversary Blend 2013

Too many marketers have “urgent” sales and false deadlines.

Too many “exclusive” offers are offered to everyone.

Sooner or later, your customers figure out that you’ve been jerking them around.

Peet’s Coffee really did it right with this offer for their Anniversary Blend. It was exclusive to readers of the email newsletter. And it was genuinely urgent — the coffee shipped the day it was roasted. And then the offer vanished. If you missed it, there’s no second chance. There’s no mention of this special blend online.

Peet's coffee aniversary blendI feel special for getting my part of a truly unique offer. And I’m sure I’ll be talking about it when it arrives.


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