4 (Honest!) Copywriting Tips to Create Urgency in Your Copy
You can create a sense of urgency around your evergreen offers without lying, fudging, or having to invent a sale.
Urgency - aka getting someone to actually take action, rather than just think about it forever - is obviously an important element of copywriting that actually makes sales.
But because you are a creative and purpose-full business owner, you are not...
one of those weird companies advertising on Facebook that's always having a made-up "going out of business" sale (what is WITH those???)
Ann Taylor LOFT, where everything is always 50% off for a "limited time"
a pop-up countdown timer that stresses your reader tf out!
You, relying on lazy or squidgy tactics? Never. But when you don't actually have a limited time sale, or an enrollment deadline, or an actual cart close date, how *do* you get people off the fence?
Here are four ideas to help create a sense of healthy urgency around your evergreen offers without lying, fudging, or having to invent a sale.
Idea #1: Just be straight up about your capacity!
That kind of copy looks like:
"I only take 4 1:1 clients each month"
"I run one small group per quarter"
"I cap my client roster at three at a time"
"I have one slot available starting in January"
"I usually book out 4-6 weeks in advance"
These statements are all honest, matter of fact, and incentivize your reader to reach out to you sooner rather than later. Think about your hair salon or dentist's office - their service is always available, but you know you're not getting a haircut appointment if you don't get yourself on the books well in advance! (...Says I, queen of never booking ahead and then becoming utterly possessed by needing a haircut RIGHT NOW. Learn from me!!!)
Plus, this can work equally well whether you're side hustling and can only take one client per month, or if you're an established biz and just happen to have a free slot. I write copy like this all the time on sales pages for one of my clients, and now her waitlists are stacked!
Idea #2: Preview your (honest, obvs!) future outlook.
That kind of copy looks like:
"I'm not sure if/when I'll run this course again, so grab your seat soon if it's a must take for you"
"I won't run this program again until [date], so claim your spot!"
"This is the last season I'll offer this at [current rate], as the investment will increase to $ on [date]"
Everyone loves transparency. If you can give someone a good, honest, straightforward reason why it benefits them to commit now rather than stay on the fence, both you AND your clients will win!
Idea #3: Focus on create emotional urgency throughout *the rest of* your copy.
This is slightly sacrilegious for a copywriter to say, but I'm saying it anyway. You don't really need a hard deadline right next to your "buy now!" button if the words throughout your site / sales page / email are already building genuine anticipation and desire in your reader.
Sure, you can stress someone into kind of an impulse purchase through a countdown clock or cart close date, but if someone *really wants* what you're offering, that deep desire can be enough. Thoughtful copy that empathizes with their challenges, speaks specifically to their wants and needs, and clearly illustrates how you can help them is ALWAYS a compelling strategy.
Idea #4: Instead of price-cutting, decide to ADD something by a certain deadline.
I have a dear friend whose audience takes action when she does promos and puts her services on a special rate, but she's getting kind of discouraged that it feels like she has to have a sale in order to make a sale.
When we last talked about it, I suggested that she flip the script. Why not *add* some kind of bonus for clients booking by a certain date? That way, she can still treat her clients to the special promos they love and offer more value without cutting her own revenue. We love to see it.
When you’re a service provider with evergreen offers and rolling bookings, I know it’s easy to look at a dramatic limited-time launch with a little bit of envy. But I hope this post has convinced you that launchers aren’t the only ones who can get their people to take action now!
