5 Tips to Instill Sense of Urgency into Your Content
When it comes to web, content is everywhere and it is the king. Marketers treat content in various forms such as text, audio, video and images.
On product pages, you try to sell something, and content plays the role of connector between you and the site visitors.
Marketing Land’s Ben Jacobson has shared five ways marketers can instill a sense of urgency into their content.
Jacobson says, “Urgency and its cousin, scarcity, are so effective because they influence customers to pause their conscious thinking and act quickly. A common challenge in the customer decision-making process is when consumers begin to overthink their purchases, to the point where it takes them so long that they forget about it, or they are so overwhelmed by the idea of committing to the purchase that they choose to move on to other things. By instilling a sense of urgency, you eliminate the delay and lead them straight to the purchase.
There are multiple ways to add a level of urgency to your content experiences and increase your conversions. Here are five recommendations you can start experimenting with today.
1. Add a clock or countdown
Nothing instills the feeling of urgency like a persistent visual reminder that you’re running out of time. When customers see timers or tickers on a product page to signify that a big sale is coming to an end or that the product quantity is running low, this serves to heighten the urgency and feeling of FOMO (fear of missing out), influencing the customer to purchase the product faster”.
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