How do you write copy that creates a sense of urgency and scarcity?

Important thing to note here. Urgency and Scarcity DO work when they're real. Constantly using scarcity or "FOMO" tactics is a guaranteed way to cheapen your brand. If your customer knows that there'll be a sale in a month, why would they go for full price? Use FOMO/Fear intelligently.

Creating a sense of urgency or scarcity in copywriting is effective because it taps into our FOMO and desire to gain. Anything that's perceived as limited or time-sensitive triggers our FOMO response & influences our decision-making. Additionally, scarcity acts as a psychological anchor, making us assign higher value to scarce items. And social proof and the bandwagon effect further motivate us to take action. Scarcity & urgency also serve as decision-making shortcuts, eliminating the need for extensive evaluation, guiding us towards prompt action. Lastly, they enhance the perceived value & exclusivity of a product or service. Copywriters can leverage these psychological mechanisms to drive conversions & compel customers to act swiftly.

Urgency and scarcity are two crucial motivators in copywriting. They create a FOMO in your audience. But be empathetic when use these tactics. Overdoing them can easily backfire. It's a tightrope walk. You use these elements with balance or your copy will fail.

Urgency and scarcity are models that have changed in today’s consumer market. Initiating action on good deals apply to goods and services that provide value and create ease in further actions. With an uptick of offers coming up this holiday season, here are a few pointers to ensure great responses (engagement, sales, etc.) ? Keep the offer direct and simple, it facilitates quick decisions for the consumer. ? Add value to the offer, for the customer and the brand, I.E., “this offer includes a bonus code to use for future purchases”. This will ensure repeat purchases. ? Doom Marketing, I.E., “Christmas lists are incomplete without *brand and product*” Picking up on seasonal events and experiences furthers the urgency/scarcity.

Urgency and scarcity are powerful motivators as they tap into our fear of loss and desire to gain. When something is limited in time, quantity, or availability, we feel compelled to act before it's too late. This scarcity principle makes us value things more when they're scarce or hard to get. Similarly, a sense of urgency or deadline drives us to act quickly or risk missing out, as per the urgency principle. Understanding these psychological factors can help us make more informed decisions in both our personal and professional lives. It's crucial, however, to find a balance and not let these principles dictate every choice. By staying mindful of our values and long-term goals, we can make authentic decisions that align with our vision. T

The Urgency-Scarcity trick works only if there is a real deal, that people will be bothered about missing out. "FREE" and "50% Discount" with an asterisk (*) that guides the customer to an unappealing deal really undermine the authenticity of the urgency and scarcity you want to create. I would suggest using urgency in your copy only if the deal is as good as it sounds. Ask yourself this: - Would you buy into it, if you didn't see any urgency-scarcity words in the offer? - Is the offer attractive enough when it stands alone? If yes, bingo! Put in some scarcity words. It will work because it will be USEFUL for the customer to know. If not, as creatives, we can come up with something... well, creative.

Urgency is always time related. "We have limited stock and we're selling out fast!" is time related. "This is limited edition!" implies that there are limits. Time related. "Special Event!" implies that the event isn't normal. It's time sensitive. If you want to inspire urgency, use time.

Harness urgency and scarcity in your copy by emphasizing value. Go beyond creating a sense of scarcity and highlight exclusive benefits. Showcase how your offer solves pain points, meets needs, or fulfills desires. Combine scarcity and urgency with a compelling value proposition to create persuasive copy that motivates action and resonates deeply with your audience. It's not just about scarcity; it's about delivering value and inspiring your audience to seize the opportunity.

There are several effective ways to create a sense of urgency and scarcity in your copy. Note that some approaches may work for one type of product and not work for the other (e.g., exclusive branded items), so choose those which are most relevant: ? Create a sense of belonging to a special or exclusive community by purchasing a limited-quantity product, or ? Create FOMO (fear of missing out): you miss out if you don't act now (e.g., you will miss the discount, free shipping, free trial period, special edition product, etc.) ? Use the power of FOMO by telling how everyone is into the product or service while the inventory is going down and the offer expires. ? Describe what the prospect's life would be if they missed the offer.

To make your use of urgency and scarcity in copy effective, steer clear of common pitfalls. Avoid dishonesty or exaggeration, as it damages credibility and trust. Ensure your offer has a clear value proposition. Don't overuse these techniques, as it can lead to audience fatigue or annoyance. Instead, use urgency and scarcity strategically, sparingly, and with purpose. Reserve them for situations that genuinely warrant them, ensuring each use adds value and drives action. By doing so, you'll maintain trust, engagement, and maximize the impact of these persuasive tactics.

Avoid mentioning it constantly. That's another one. The last thing you want to do is position yourself as a discount brand. Your discounts should be special. If there is a discount "season", your customer base should know it. Similar to how users of Steam know that there are Steam Sales and wait for them. Do not cheapen your brand for the sake of sales. Luxury sector or not.

Bonus tip: Use your copy to create the effect of the perceived value of your offer being far greater than the perceived investment in it. How do you effectively do that? Leverage the JTBD (Jobs To Be Done) Framework and highlight one or two offers that your ICP just cannot resist. Example: If your audience places a high value on productivity (getting more done in less time in order to make better use of time), you could emphasize that the product takes 30 seconds to integrate but gives them back 2 hours each day and that they could immediately start spending that time with their family instead of at work. The perceived value is so huge that it gives an incentive to act all by itself.

People respond to different things. Some are more risk averse than others. "Save 50%" and "50% Off" are both the same thing numerically speaking. However, some people will respond better to "Save" compared to "Off" purely based on their personality. Some people want to save things, others just want things off. Your customer base can sometimes give hints to that.

New copywriters tend to think copywriting is all about words. But improving your copy with data-driven insights sets your content apart. For example: The first version of your copy can say "Big Offers. Limited Time" while the second version can have a more specific information like "50% Off on All Products. Offer ends 12 Hours!". You can then measure its performance by A/B testing and amplify what's working.

When testing, see what types of results you get. One message might help you get a lot of impressions. Another might help with initial phone calls. Use this as a framework for future copy depending on your goal.

Follow LinkedIn influencers like Justin Welsh for copywriting inspiration. Jump into the spotlight yourself by writing in public, capturing real-time feedback with your audience. Learn copywriting fundamentals but avoid the trap of overthinking and just write. Embrace the timeless wisdom of "practice makes perfect".

Consumer Psychology is where I would start. Sure, you can do the copywriter route but honestly, you're serving humans. Robert Cialdini is a fantastic starting point. Try out: Hooked by Nir Eyal Why we Buy by Paco Underhill Predictably Irritational by Dan Ariely Buyology by Martin Lindstrom Made to Stick by Chip Heath Understanding people is the name of the game

Sign up for newsletters for companies and brands in your niche. See what they do well. See what they don’t do well. Every industry is different and they all have nuances.