Welcome to the latest installation of our weekly blog series – Psychological Hacks for Marketers. Each week we will introduce a new shortcut that the consumer’s brand takes and how the crafty marketer can take advantage. Last week’s topic was Loss Aversion.
This week we are discussing:
Urgency is an age-old marketing tactic that triggers a reaction in consumers that often benefits the company. Urgency forces consumers to make a decision in a finite amount of time, usually speeding up the time frame they would have used to make their decision.
By applying a time limit, marketers are able to convey to consumers that the decision they are making is extremely important, and therefore, immediate action should be taken.
Companies create a sense of urgency in a number of ways, some more subtle than others. Here are some examples for you to consider:
- Use of deadlines in special offers is the most common tactic. Whether on site, in emails or advertisements, or in store, applying a deadline to a sale or promotion forces consumers to make quicker decisions.
- Use of language in your copy that implies urgency is also effective. Phrases like “Act Now”, “Limited Time”, “Last Chance”, and “Low Inventory” are just some examples of language that trigger consumers to react more quickly than they might do otherwise.
- Use of design elements can have the same impact as phrases above. For example, a ticking clock or a countdown provides visual clues to a potential customer that they have to act fast. Even the use of certain colors can imply urgency. A bright Red or Orange has been scientifically proven to impact the way customers respond to marketing messages.
Companies that can create a sense of urgency in the minds of their potential customers can force action. When used correctly, and in moderation, this is a great way for marketers to increase sales.
Stay tuned next week for another installment of the Psychology Hacks series. Have a suggestion? Let us know.