Create urgency & scarcity
Imagine you're surfing the web and see an ad that says, “Buy now to get these gifts in time for Christmas,” or you’re at a restaurant and the waiter tells you that there’s only one more prime rib special left for the evening. Suddenly, you feel an urge to act fast before it’s too late.
The same principle applies in marketing and sales: urgency and scarcity are powerful motivators.
The Power of Urgency
Urgency drives customers to act quickly, whether it’s to take advantage of a limited-time offer, avoid missing out on a popular product, or solve a pressing problem. By creating urgency, you can increase the chances of closing a deal and prevent customers from procrastinating or shopping around.
According to a study by HubSpot, adding the phrase “Order within the next 30 minutes for free shipping” to product pages increased conversions by 23%.
Amazon’s “Order within X hours for delivery by tomorrow” is a textbook example of urgency in action, driving customers to complete their purchases immediately.
Urgency plays on our psychological wiring, specifically loss aversion—the human tendency to strongly prefer avoiding losses over acquiring gains. The “fear of missing out” (FOMO) is a deeply ingrained trigger that nudges customers toward immediate action.
The Impact of Scarcity
Similar to urgency, scarcity uses perceived limited availability to compel action. When a product or offer feels scarce, we instinctively assign it more value and rush to secure it before it’s gone.
A study published in the Journal of Marketing Research found that products labeled as “limited stock” saw sales increase by an average of 38%.
Nike often releases limited-edition sneakers with restricted quantities, creating a frenzy of demand and immediate sellouts.
Scarcity also triggers the principle of reactance—the idea that people want what they perceive is being taken away. Highlighting low inventory levels or exclusive offers taps into this psychological drive.
How to Apply Urgency and Scarcity
Time-Limited Offers:
Use countdown timers on your website or in emails to emphasize when a deal expires.
Example: “Sale ends in 24 hours—don’t miss out!”
Highlight Low Stock:
Display real-time inventory updates, such as “Only 3 left in stock.”
Example: Booking.com often uses messages like, “Only 2 rooms left at this price!”
Exclusive Availability:
Offer early access to deals for subscribers or loyalty members.
Example: “Be the first to shop this limited collection.”
Seasonal Context:
Use holidays or special events to create urgency.
Example: “Order by December 20th to ensure delivery by Christmas!”
Key Takeaway
Urgency and scarcity are more than just sales tactics—they’re rooted in human psychology. When applied thoughtfully, they can significantly boost conversions, create excitement around your brand, and drive immediate action.
Remember, time is of the essence, and quantity is in short supply. Use these triggers wisely to connect with your audience and achieve your sales goals.