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5 Ways to Create a Sense of Urgency With Your Sales

If you want to make more sales, adding a sense of urgency can make all the difference. 

The critical thing to remember here is that we buy most things on impulse and for emotional reasons. If you stop to think about any purchase or go away to mull it over, you will often realize that you don’t need it. On the other hand, when you’re in the heat of the moment and feeling that sense of desire and urgency, you will often make snap judgments.

As a marketer, you need to leverage that fact and create a sense of urgency in your buyers so that they click buy now and not later.

Here are some ways to do that!

Leverage Color Psychology

The color red profoundly affects us psychologically, and studies show that people put more money into red collection boxes for charity than any other color. The lesson? Make your ‘Buy’ button red!

Use the Right Language

You can use correct language to paint a picture and subtly encourage a sense of urgency. Words like ‘must’ and ‘now’ can gradually build a sense of tension and get people to want to act quickly. Likewise, using exclamation marks and shorter sentences that are easier to read have the same effect.

Think About the Neurochemistry

The other trick to think about with your language is neurochemistry. The perfect scenario from a seller’s perspective is that buyers experience a combination of serotonin (desire) and adrenaline/cortisol (anxiety). You want them to feel anxious and to want what you’re selling.

Getting the desire up is a matter of telling your customers about your value proposition and getting them to imagine how what you’re selling will change their life. The anxiety comes from showing them what could happen if they fail to listen to advice.


A special offer such as a 50% off deal is a great way to motivate people to act fast rather than wait a while to see if they change their minds.


A limit of some sort can drastically increase sales because it has the double impact of a) telling customers that the option to buy won’t always be there and b) making your item more exclusive and rare and thus instantly more desirable.

Want to drive your customers even wilder? Then include a countdown timer or a number showing how many items are left in stock!


Urgency is an effective tool to motivate customers and move them down the funnel. By using one or more of the five tactics we’ve outlined, you can create a sense of urgency in your sales emails that will encourage recipients to take action.

Contact us today if you want help putting together an email marketing campaign that uses urgency to drive conversions! Send an email to


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