To create a sense of urgency in your writing, give readers a reason to act now rather than later. The three classic ways are scarcity (only a few left), a deadline (the offer ends on a set date), and a timeframe (act within a few days).
When you want prospective customers to act sooner rather than later, you need to create urgency. Doing that in an email or in marketing materials is quite simple, and these three techniques are a good place to start.
Creating a sense of urgency through writing
Marketers often use scarcity, a deadline, or a timeframe to create that much-needed sense of urgency. All three work well, so many marketers combine them in their campaigns.
Scarcity
Marketers have used scarcity for ages. Home shopping channels use it all the time. After all, if there are only five Magic Stick 9000s left in stock, you have to pick up the phone and order right away, don't you?
Examples:
- "Only seven seats left for the upcoming seminar. Book yours now!"
- "The discounted items are available only while stocks last. Get them before they're gone!"
Set a deadline
In real life, a deadline is something that really gets you moving, so there is no reason not to use one in your writing. A deadline tells readers to stop dithering and get a move on.
Examples:
- "This offer ends on Sunday. Don't miss out!"
- "Your discount expires tomorrow. Act now!"
Give a timeframe
If you cannot set a fixed deadline, you can give a timeframe instead. Some people find deadlines threatening. A timeframe is a friendlier approach.
Examples:
- "Reply within three days to claim your free extras!"
- "Last chance! Pre-order within the week to get the full box set at a discount!"
Whichever technique you use, keep it honest. An offer that "ends on Sunday" every week, or stock that never runs out, soon costs you your readers' trust. Urgency works best at the end of a clear call to action.
Check your copy before you send it
Before you finish, comb your writing for spelling mistakes. A typo tells your audience that you could not be bothered to check your work, and few customers want to deal with a sloppy or careless business. You can't really blame them: you are asking them for their money.
So before you send the email or print the marketing materials, run the text through the Spell Checker. It marks the spelling and grammar mistakes that your eyes may have missed.