I just was invited to a webinar on Friday with the email subject line: “Time is running out.”

Specifically, time was running out if I wanted to learn more about Google+ for business and how I can profit from it. Time was running out to sign up.

The problem is: My time is not running out. Their time was running out. The sender has less than 48 hours left to fill the webinar with paying customers.

Time is a great trigger to action, it’s a scarce resource.

When you reference time in your marketing communication it has to be the time of the prospects.

If you reference your own time, the communication seems impersonal.

And people will erase it.

That’s what I did.