Copywriting: How to create a sense of urgency
In marketing, a sense of urgency is a device to give readers a reason to respond quickly.
When reading an advertisement, people have a tendency to procrastinate – to put the advertisement aside and consider it later. A sense of urgency helps overcome this tendency by providing a reason to act immediately.
There are two common ways to create a sense of urgency:
- offer a reward for prompt action
- assess a penalty for not acting.
Some examples of a reward include a free gift for responding
or a bonus with purchase; an example of a penalty is a limited supply of the product or service being offered or a sale that lasts for a defined period of time.
Scarcity is important
A sense of urgency works by creating scarcity – the reader must act by a given deadline or be among the established number of people to respond.
The sense of urgency can be undermined if the deadline or other conditions are not strictly enforced. This is useful information for any Silicon Valley or Sunnyvale Businesses.