3 min read
Countdowns, and when not to use them
Loamwear sold out a drop in 41 minutes. Here's why we didn't do it again the next week.
Loamwear's oat jacket sold out in 41 minutes, and a countdown sticker did a lot of that work. A week later another client wanted one for a new menu, and we talked them out of it.
When a countdown works
A countdown works when something really ends or really starts: a drop with a fixed number, an opening day, a class block with twelve places. People set a reminder because missing it costs them something.
When it doesn't
A new menu is there tomorrow and next week. A countdown to it borrows urgency it does not have, and people notice. Use it like that twice and the third countdown, the real one, gets ignored.
Our rule now: a countdown only when we can say what happens at zero and what you miss if you are late.
