Statistics show that creating urgency in CTAs can increase conversion rates by 332%. This is because urgency content creates the fear of missing out (FOMO), which makes customers act now or risk missing out.

This blog explores how to create urgency messaging without compromising customer trust and examines real-world examples for inspiration. We’ll also discuss the 5 smart urgency messaging tactics and why overused FOMO messages can decrease conversion rates.

Let’s get started.

TL;DR – How to Implement Urgency Messaging

In the complete guide below, I will help you create urgency in your sales and marketing strategies.

Sneak a peek at this overview:

• Introduce limited-time offers
• Start flash sales or promotions
• Limit stock availability
• Launch exclusive clubs
• Use social proof

You can also go the extra mile with personalized, one-on-one coaching on your marketing strategy. Start a FiniSprint with me, Nora Sudduth, today!

What is Urgency Messaging?

Urgency messaging is a product messaging technique that leverages people’s fear of missing out (FOMO) to push the target audience to make quick purchase decisions.

This marketing tactic is driven by the scarcity principle, which states that the rarer or the more difficult it is to acquire a product, the higher its perceived value. As a result, the demand for that product increases.

So, if the sales figures are looking bleak, creating a sense of urgency with messaging could ignite interest in the brand and drive sales.

Real vs. Implied Urgency

There are two types of urgency messaging: real and implied.

• Real urgency is communicating an offer that will expire after a specific period, such as one day or once a season is over.

Promos, discounts, or deals meant to last only during the summer or winter months or after a two-day sale are examples of this type of messaging.

• On the other hand, implied urgency refers to messaging with no set period for when an offer will expire. This type of messaging uses broader terms like “today” to mean that an offer is ending soon.

Smart Types of Urgency to Use in Your Messaging

When done right, urgency messaging can boost conversion rates and create a sustainable business.

Let’s discuss the various ways to trigger urgency and make customers interested in the solutions:

• Last Chance Alerts: With this strategy, a company alerts the customers that it’s their last chance to purchase a product, either because it’s a limited-time offer or is low in stock. Be wise and use these alerts in moderation; customers can learn to ignore them if all items display these alerts.
• Countdown Timer: Customers take action when they see a countdown timer that either shows how long the offer will be available or how long the solution will be available at the discounted price. However, the countdown timer is not ideal for every promotion. It can be used for limited-edition and last-chance alerts.
• Action-Oriented Language: Use words like ‘buy now’ and ‘today’ to trigger a sense of urgency in the readers and nudge them to take action. Clear call-to-actions can be used on product pages, banners, and websites to encourage users.
• Personalized Recommendations: Brands can create urgency based on signals of real-time activity and the personalization of individual shoppers. Automate the urgency flows using software like ActiveCampaign to respond to customer behavior.
• Event-Based Urgency: Create urgency based on milestones on the calendar, such as a product launch, a holiday, or a special event. It is ideal for seasonal promotions.

Urgency Statements Examples

You may draw inspiration from the following examples of urgency statements:

Adidas’ Summer Savings

Like this Adidas offer, get those sales going with enticing offers for product releases meant for specific seasons.

The copy “Get up to 50% off tons of warm weather favorites during our summer markdowns sale” adds further appeal to the large, attention-grabbing, above-the-fold invitation of “UP TO 50% OFF”.

Sephora’s Limited Edition Badges

Badges like Sephora’s “Limited Edition” invite customers to go from casually interested to adding to the cart because it implies that the products won’t be around very long.

Amazon’s Discount Offer

Every customer likes discounts. 

Amazon’s “limited time deal” badge on certain products banks on that.

It entices people who want to look fashionable without breaking the bank to buy now if they want to avail of this amazing offer.

Decathlon’s Limited Sizes

Another way to create urgency is to tell people that only a few variations of a product are available, like this example from Decathlon.

If you’re interested in this product, it tells you that lots of other people are, too, and you need to buy one now if you don’t want stocks of your size to run out.

Have these examples inspired you to express urgency in your messaging? I can help transform your ideas into a winning campaign. Hop on a discovery call with me to know how.

What Are the Benefits of Creating Urgency in Sales?

Urgency messages tap into people’s emotional motivations (like the fear of missing out on a good deal or excitement over an exclusive offer), causing a rush of engagement and boosting sales.

Other than that, creating urgency also:

• Improves product perception: Urgency messaging makes a product more appealing to others. It shows your customers that many people are buying, which naturally sparks curiosity–if many like it, it must be good!
• Shoots up demand: Going back to the scarcity principle, people view a product that’s difficult to attain as more valuable than those that aren’t. As a result, more people become interested in buying.
• Helps customers make decisions faster: Do you have a problem with high cart abandonment rates? It shows that people are interested in your products but not interested enough to follow through.

Urgency messaging helps them make up their minds by providing an incentive for the purchase, be it the fulfillment of acquiring something others miss out on or saving money.

How to Implement Urgency Messaging

The following techniques can help you increase urgency in your brand messaging:

Introduce Limited Time Offers

Let customers know about the great deal that isn’t for long.

Limited-time offers, such as discounts and other promos that expire after a specific period, urge consumers to act fast if they don’t want to miss out.

Take a look at this example from Havaianas’ “End of summer sale”:

Start Flash Sales or Promotions

Generate excitement about the brand by starting flash sales and limited promotions.

Announce events at the last minute via the chosen channels and ensure that people know they’re ending very soon.

These can also be a reward for loyal customers who follow a page, regularly check the website for updates, or subscribe to the newsletter.

Here’s an example of a limited promo from Slack, which offers 25% off for the Slack Pro plan:

Giving away the 25% off on Slack upgrades is a huge ‘GO’ sign nudging their customers toward the checkout page.

Limit Stock Availability

Another way to hype the brand is by limiting the number of available stocks.

It can be done in 2 ways:

• Announcing the limited number of products available upon product launch
• Showing how many pieces are left in inventory

New Balance employs this technique (below), showing customers when only a few pairs of their bestselling shoes are left or labeling them as sold out when restocking their inventory.

Customers can opt to be notified when their favorites are back in stock, which helps create excitement and, when someone finally makes a purchase after a long wait, makes the buying experience even more fulfilling.

Launch Exclusive Clubs

People naturally want to belong.

Leverage this emotional motivation by creating clubs or members-only deals that encourage loyalty and forge deeper customer relationships.

See how Adidas does it:

For a sneaker lover, that “Members Only” tag will surely pique their interest and lure them to sign up.

Use Social Proof

Reviews and other user-generated content have a powerful pull.

They demonstrate the level of interest in your brand and showcase real people who share their experiences with your products.

Skincare brands like The Ordinary benefit immensely from social proof because, unlike clothes or accessories, which can be appreciated solely from photos, people need to experience the products to determine whether they’re any good.

Their “See it in action” section, which comes with every product description, features real people who use their products:

Why Overused Urgency Stops Converting

Sometimes, urgency messaging can harm the trust that customers have in a brand and reduce conversions.

Here’s how:

• Causes Distrust: If customers repeatedly encounter fake urgency tactics, they may stop believing in your offerings, perceive your brand as desperate to make sales, and ultimately walk away from purchasing your products.
• Decreased Motivation: If a brand constantly uses urgency, customers may feel manipulated, which can reduce their trust and loyalty to the brand.
• Annoying Customers: When a brand overuses urgency and scarcity, it risks annoying prospects, who may then become resistant to the tactic.

The solution? Work with me to create urgency messages that are guided by a clear value proposition, which communicates your offerings to customers, sets you apart from competitors, and motivates them to act quickly.

Join our 20-minute discovery call today!

How to Balance Urgency with User Experience

It can be tempting to place a “Limited offer” or “Offer expires in 2 hours!” badge on every product on a website, but that can do more harm than good.

Remember that urgency messaging often interrupts the customer experience. Striking a balance between creating urgency and ensuring a seamless experience is key to keeping the customers happy.

These can help do just that:

Don’t Overdo the “Limited Time Offer”

If customers only see limited offers on the social media accounts or website, they will eventually lose interest.

It doesn’t take long before people realize it’s a marketing ploy to get them to spend.

To avoid this, always start with a marketing plan that spaces offerings or sets up multi-tier strategies that provide the right messaging at various campaign levels.

Match with a Compelling Value Proposition

Remember that the root of consumer interest is still a good value proposition.

Tell the audience why they need the product before starting an urgency campaign.

This goes back to knowing what the customers need or want and introducing the product as the solution.

Ensure that Products are Relevant

Target the right audience to ensure that people find the products useful or interesting.

Otherwise, the messages may get lost among the pile of annoying ads.

Involve Your Customers

Another way to create a positive customer experience is to feature user-generated content in the urgency messaging.

Reviews, testimonials, and user tutorials show a familiar face that the customers identify with.

They also lend credibility to your product offerings, making it easier for customers to trust the brand.

Best Practices for Ethical Urgency Messaging

While creating urgency is a powerful tool, it walks the fine line between manipulation and persuasion.

That’s why it’s crucial for businesses to maintain the following ethical standards in their marketing:

• Be Honest About the Expiration of an Offer: Be truthful in the promotional messaging and transparent about the limited-time offers, exclusive deals, and the quantity of items available. False scarcity can harm the brand’s credibility.
• Respect the Customers’ Decisions: Provide all necessary information to support informed purchasing decisions and avoid high-pressure sales.
• Focus on Creating a Long-Term Relationship: Rather than focusing on a single transaction, the messaging should provide genuine value, create trust, and improve the customer experience.
• Use Respectful Language: Instead of using offensive language that makes the customer a victim of FOMO, use respectful language that empowers them to make their own decisions.
• Align Urgency with the Customer Journey: Use scarcity messaging to either educate, inspire, or persuade customers, depending on the stage they are in the buyer’s journey. Also, aim to improve the customer experience, rather than create a stressful one.

Frequently Asked Questions (FAQs)

Let’s tackle the top questions about urgency messaging here:

What is Urgency Advertising?

Urgency advertising promotes products or services using time-sensitive elements or appealing to people’s fear of missing out. 

What Role Does Scarcity Play In Urgency Messaging?

Urgency messaging creates a sense of scarcity, making a product seem rare or increasing its perceived value due to the difficulty with which people acquire it.

How Can Social Proof Be Incorporated Into Urgency Messaging?

Social proof helps further customer interest in a product and convinces people they’re making the right decision by buying.

Customers trust reviews and other user-generated content more than influencer recommendations or brand-generated content.

Where to Use Urgency Messaging in Your Sales Funnel?

Here are the key points to use urgency messaging in the customer acquisition funnel:

1. Top of the funnel: Use time-limited lead magnets and event-based urgency to capture attention.
2. Middle of the funnel: Utilize limited bonuses and limited editions to create a sense of differentiation and nurture prospects to consider the offering alongside other alternatives.
3. Bottom of the funnel: Create time-based offers and money-back guarantees to nudge the prospects to purchase.

How to Create Urgency Without Sounding Pushy?

Here are ways to create urgency without manipulating the audience:

• Create messaging that showcases value and conveys how the solution addresses the customer’s problems.
• Have an explanation for the deadline.
• Create clear deadlines without vague phrases.
• Use language that empowers the audience to make a decision.

Conclusion

Wondering how to close sales more quickly? The answer is in urgency messaging.

Start limited-time offers, launch flash sales, offer members-only deals, and use social proof to convince customers to make that purchase!

But if you want to ensure your urgency messaging drives action without being pushy or manipulative, work with a brand strategist.

With over 20 years of business experience crafting thousands of successful campaigns, I can help you create messaging that aligns with your brand’s voice. Book a discovery call with me today!