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Successful marketing campaigns focus on behavior target audience. For that reason, it is important for marketers to understand how people think. It is therefore not surprising that the most effective marketing principles are based on psychology. One of the most relevant psychological principles that can be applied to trade in general is urgency. Limiting the time in which a product or service is available has fantastic results when it comes to conversions. And that's what psychology claims!

Each of us has been a "victim" of this psychological trick at least once. And how does this mechanism actually work?


Why does urgency motivate action?

One of the key characteristics of the human brain includes urgency. When a "task" is urgent, people are more likely to act on that task. It is interesting that this is the case even when the feeling of urgency is artificially created. Basically urgency is used to create pressure on the user to buy a product. Such sales offers often override the process of careful selection and encourage the audience to buy before the expiration date, or the expiration date of an offer.

Since urgency is evidently one of the psychic characteristics that are implanted deep in a person, the question arises as to how to use it in the best way in marketing?


A little more, then gone

Urgency causes people to act quickly. Many of the problems that affect conversions are problems with people's tendency to think too much, wait too long, or simply not respond to our call-to-action. Increasing the level of urgency shortens much of this time, in order to achieve a significant improvement in the conversion rate. 

One of the strongest cards to play when it comes to urgency is the limited amount of leftovers on offer. More precisely, when an item is perceived as scarce, its subjective value increases. If you create a product or service, you can intentionally limit the quantity you produce or deliver to increase demand. It's very simple. If you say you only have "four" (something) left, the desire for that resource will increase due to the fact that it is disappearing. The trigger in the human psyche leads to the fact that when a person thinks that something is missing, he begins to want even more.


Time is money

Once you've set deadlines, try adding a countdown to make sure your customers notice. The countdown to the deadline encourages action. As hours, minutes and seconds go by, the urgency of the purchase becomes greater. We cite as an example a test conducted by the Neuroscience Marketing site where the addition of a countdown timer increased revenue by 9 percent.

In our modern industrialized world, the clock is a symbol of time. More precisely, it is a symbol of the passage of time. Reminding users that time passes - that the clock is ticking - it raises the level of urgency and forces action.


Only today at this price

The threat that they will have to pay more for the same product tomorrow leads people to buy today. Showing how many items are left at the advertised price is an effective way to play on people’s fear that they will pay more if they delay buying. This strategy works especially well and is very often used by travel agencies. Just one more room at that price is something you will often see on the sites of these agencies or on accommodation applications. 

Well written copy can be very powerful. Words are an important factor in influencing people's behavior. In the case of creating an atmosphere of urgency, words and expressions related to time are key. You don't have to invent hot water here. Tried phrases are the way to go.

Don't delay, the offer expires, it will end soon, buy now, just one more day, last chance. Used in conjunction with attractive offers, these words and phrases highlight what customers could lose if they don’t buy now. The offer framed around avoiding losses triggers the psychological principle of aversion to loss. People prefer to avoid losses than to make a profit. And it is here that the feeling of urgency gained the most importance.


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Made by Nebojsa Radovanovic - SEO Expert @Digitizer