In this episode, I break down a live webinar audit where I had to step in and fix a “buy-live” bonus that looked smart on the surface but was quietly eroding trust underneath. I walk through how I evaluate urgency beyond just short-term conversions, why arbitrary timers create second-order damage, and how to redesign live bonuses so they reward presence without punishing replay buyers. If you’ve ever added a bonus to “increase urgency” and wondered why your replays underperform or your offer starts to feel like “just a course,” this episode will completely change how you think about live selling, buyer psychology, and ethical urgency.