How to Create Urgency in Your DTC Copy Without Being Pushy
The Copywriter Column #199
There's a fine line between motivating customers to take action and coming across as aggressive or manipulative in your marketing.
Personally, I have no place for manipulative tactics in the copy that I write. It’s icky and I’ve seen brands be not-so-subtle about it.
So, this guide will show you how to master the art of urgency while maintaining authenticity and trust with your audience.
What Does “Urgency” Mean in Marketing?
At its core, urgency in marketing is most often used to encourage immediate action. When done right, it taps into your reader’s natural desire to avoid missing out on a valuable opportunity.
For eCommerce brands, this psychological trigger can be particularly powerful since you're building direct relationships with your customers.
But to reiterate again…
Natural desire.
Valuable opportunity.
Direct relationships.
You’re goal shouldn’t be to manufacture a false sense of urgency, but rather identify where an opportunity naturally intersects with your customer’s desire and then communicate it clearly.
This is the copy writer’s task: not to create this mass desire—but to channel and direct it.
– Eugene Schwartz
Understanding Different Types of Urgency
In the eCommerce world I operate in, I’ve found marketing urgency typically falls into two main categories:
Time-based urgency, which focuses on limited windows of opportunity ("48-hour sale").
Scarcity-based urgency, which emphasizes limited availability ("Only 5 left in stock").
Both can be equally effective when used authentically and appropriately.
The psychology behind urgency is fascinating though – our brains are wired to value things that might not be available later.
This "loss aversion" makes us more likely to act when we perceive something might become unavailable or more expensive in the future.
🔖 Bookmark: When it comes to all of the cognitive biases, this is a helpful resource.
4 Effective Strategies for Creating Authentic Urgency
1. Time-Limited Offers That Feel Genuine
Instead of running constant “evergreen sales,” consider creating meaningful time-limited offers tied to specific events or milestones.
For example:
Anniversary sales that celebrate your brand's journey
Season-specific collections with natural end dates
Flash sales announced exclusively to your email list
This approach feels more authentic because there's a legitimate reason for the time limitation.
Also, try not to consistently put these sales back-to-back. It may erode customer trust. (”They’re always running a sale—I don’t know what to believe.”)
2. Transparent Scarcity Messages
When highlighting limited availability, always be honest about your stock levels. Modern consumers can see through fake scarcity tactics (i.e. “LIMITED INVENTORY”).
Consider these approaches:
Show real-time inventory updates for products running low
Explain why certain items are limited (e.g., "handcrafted in small batches")
Alert customers when popular items are running low, but avoid creating artificial shortages
3. Leverage Social Proof to Create Natural Urgency
Social proof can create urgency without being pushy by showing genuine demand:
Display recent purchase notifications
Show how many people are viewing a product
Share authentic customer reviews and testimonials
Remember to focus on quality over quantity – a few genuine testimonials are more effective than dozens of superficial ones.
Again, this goes back to demonstrating (and reinforcing) the trust other customers have toward your brand.
4. Craft Action-Oriented CTAs
Your calls-to-action should create urgency through clear, action-oriented language without resorting to pressure tactics:
Strong examples:
"Secure your spot"
"Get it while it's fresh"
"Join the waitlist"
Avoid aggressive language like:
"Buy now or regret it later, bud"
"Don't be left behind"
"Last chance EVER"
Maintaining Authenticity While Building Urgency
The key to non-pushy urgency is maintaining transparency and trust (are you seeing a trend yet?).
Best Practices for Implementation
Always be truthful about availability and deadlines
Align urgency tactics with your brand values
Test different approaches and measure their effectiveness
Consider your customer's perspective and shopping experience
Use urgency selectively – not every product or promotion needs it
The Impact of Urgency on Customer Relationships
When done right, creating urgency can actually strengthen customer relationships. By being honest about limitations and respecting your customers' decision-making process, you build trust while driving sales.
Moving Forward
Remember that the goal is to help customers make confident decisions, not pressure them into purchases they'll regret.
The most effective urgency doesn't feel like urgency at all – it feels like helpful information that allows customers to make informed decisions about products they already want.
💬 Discussion Question
What are some ways you’ve seen brands effectively demonstrate urgency?
Drop your thoughts and any examples in the comments below!
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