Understanding the principle of liking and knowing how to use it in your marketing and on your website can give you an unfair advantage over the competition.
Urgency is a time based concept that pushes us to act quickly because we worry that we might miss out on something.
Here’s everything you need to know about the principle of urgency, plus all other important principles and theories that can supercharge your marketing and influence people to buy your products or services.
What is the principle of urgency?
The principle of urgency relates to our fear-of-missing-out (FOMO). When something is urgent, people are more likely to act on it. This holds true even fit he sense of urgency is artificially created (such as an expiring sale).
How can urgency drive sales?
The buying process is rarely linear. People use many devices, search across different sites, and compare products and services from different vendors. And, for many products, the process to actually purchase a process takes some time - often days, weeks or months.
The problem with long-tail purchasing decisions is that people may never come back to your site. So, smart companies add elements into the proces that create urgency.
What are some expamples of urgency in ecommerce?
There are many examples of urgency to get people to act quickly and to act now. These include:
- deadlines (such as an expiring sale)
- using countdown timers (you have 5 minutes to get this deal)
- highlighting potential price increases (buy now because price will increase tomorrow!)
- showing scarcity (i.e. only 2 left!)
- using real-time behavior as social proof (4 people just bought this item)
- writing good, relevant copy (don't miss out, buy now, hurry, ends soon)
- notifying people that items in their cards will expire, flash sales, and showing items that are out of stock (to prompt people to buy similar items before they also go out of stock).
What are the core principles of marketing psychology?
There are many important principles, theories, and concepts used in marketing psychology. These include:
- the principle of reciprocity
- information-gap theory
- social proof theory
- and loss aversion marketing
You can research each of these principles, plus dozens of other key principles of marketing psychology, via the links below.
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