Sorry, Too Late. They’re All Gone


The purpose of any copywriting or sales writing is to make your reader want to buy something.

But how can you make sure your reader actually buys your product or service when they land on your website?

Put yourself in your reader’s shoes. You’ve landed on a web page, it looks quite pretty, it’s got some nice images, the copywriting is quite persuasive but you’re not 100% convinced it’s for you.

So what do you do?

Go back to your search results and look at another site? Probably. But would you actually return to the original site – would you remember which site was the original one? Probably not.

Basically if your reader navigates away from your website you are highly unlikely to see them again.

Therefore it is vital that you create a sense of urgency so your reader will buy your product there and then.

How to create urgency

The simplest way to create urgency is by using a limited time offer. Your reader won’t want to think they are going to lose out on something. It can be in relation to a discount, free bonus, price increase or even stock availability.

If it’s limited by time surely that means it will sell out fast…it must be popular…it must be the thing to have therefore I MUST HAVE IT.

There are a number of different types of limited time offer such as:

  • Order now! While the price is still low. After 18th August 2009 the price will go up to…
  • Order before midnight, January 12th 2010 and you’ll get a 25% discount!
  • Order before July 9th 2010 and you’ll get a free bonus!
  • Order now while stocks last! After 12th November 2009 we can’t guarantee we’ll have any stock left.

By using this method I can’t guarantee everyone will buy straightaway, after all not all your readers are necessarily going to be interested in your product. But if they are interested, a time limited offer will usually make them want to buy.

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