3 Ways to Create a Sense of Urgency to Purchase

I recently received am Instagram campaign invite, and the brief mentioned the use of a discount code specifically to create buyer's urgency. But especially nowadays, a simple promo code isn't necessarily enough to convert onlookers into buyers. Let's look at some practical and applicable ways to enhance your buyer's urgency.

SALES: Now don't get me wrong, a good sale can definitely produce a sense of buyer urgency, but it requires more than a small discount code. Essentially, we have to apply urgency to the sale with tactics like having a limited time offer. Whether it's a flash sale, a "purchase within the next 24 hours" for instance, or a weekend sale; having a definitive time frame for your sale can go a long way in upping the buyer urgency.

The amount of the deal also matters.

I once heard that a deal should be so good that buyers will feel stupid for passing it up.

When the benefit appears to greatly outweigh the cost, your buyer is going to feel an urgency to take advantage of it while they can.

Making the deal (whether a time-sensitive deal or a hugely irresistible discount amount) about a very coveted item can also help your sales create more buyer urgency. Of course combining this tactic with any of those mentioned above will create all the more desire to buy.

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FOMO: otherwise known as the fear of missing out - is a psychological phenomenon that can significantly influence consumer behavior. This feeling of anxiety or apprehension arises when individuals believe that others might be having rewarding experiences from which they are absent. In the context of marketing, creating a sense of FOMO related to one of your products or your brand as a whole can be an incredibly effective strategy to enhance buyer's urgency.

By strategically highlighting limited-time offers, exclusive releases, or showcasing popular items that are in high demand; brands can evoke a sense of urgency among potential buyers. This urgency compels consumers to act swiftly to avoid the regret of missing out on something perceived as valuable or trendy.

Furthermore, leveraging social proof; such as testimonials, influencer campaigns or user-generated content that illustrates how others are enjoying your product, can greatly amplify this effect. When potential customers see that their peers are engaging with your brand and benefiting from it, their desire to be part of that experience intensifies.

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ENGAGING THEIR WHY - People have a what, why and when with the items they decide to purchase. But most brands focus solely on the what and the when. For example, a bride may want new makeup, and she will buy it closer to her big day. But why is she really buying new makeup. Is it because she merely ran out of mascara? No, of course it isn't that simple. It's because she wants to feel something. Perhaps to feel like a princess, or to look better in wedding photos.

Let's go with that second why, because it's most universal. For the bride wanting to purchase new makeup for the sake of looking her best in photos, she is going to want makeup that is long-wearing and makeup that suites her best. For starters, you need a bridal collection or simply a bridal edit or category so you can best showcase that you sell those items.

Then comes the ad copy. In engaging your buyer's why, this is where copy is so important. You need to speak the language of the industry to peak their interest in the first place. Going with the same example, bridal makeup should appeal to that buyer's why by being "long wearing", "smudge-proof", and especially "kiss-proof."

Exercise: Think about your buyer's specific why. Write out several possibilities and think of ways you can showcase that in your site structure, imagery and ad copy.

Incorporating any one of those tactics mentioned above will help you increase buyer urgency, but try to create a combination in order to really stand out in the crowd and maximize results.