5 Ways to Use Urgency to Close the Sale

Last week, we looked at a sales email I received from the Healthy Back Institute. While the article focused on why the “Bait and Switch” technique is a no-go in a sales email, I want to talk about something that they did really well and could do even better, and that is getting creative with a story and ramping up the urgency to close the sale.

Recap

If you didn’t read last week’s article, I received a sales email from the Healthy Back Institute about their Infrared Heating Pad. They attributed chronic back pain to the lack of oxygen and stagnant blood circulation and included an MRI image of what the before and after results were after using their product.

It was convincing.

They added an angle to their sales email about how the heating pad works so well, customers would write in about how their friends would steal it and not give it back.

The story may or may not be made up, but it’s a creative way to position and segue into the urgency of purchasing the product.

The Close

While the Healthy Back Institute did provide a sense of urgency in their sales email, they were not specific about it.

Here are 5 ways it could be better:

1) Time Sensitive Phrases

Giving specific time frames will really ramp up the feeling of urgency and drive readers to purchase the product you’re selling.

Examples include:

“Discount expires in X days/hours”

“X more hours to save big”

“Act fast and receive X% off. Limited time only”

“Free shipping if order is placed within the next X hours”

2) Ramp up the Sense of Scarcity

An emphasis on scarcity gives you readers a sense of missing out, or even better, FOMO (fear of missing out).

Using phrases like:

“Only # left in stock”

“# units available worldwide”

“While supplies last”

will help you strengthen the close.

3) Include a specific deadline

Similar to time sensitive phrases, including a specific deadline will encourage your prospects to place their orders as soon as possible because time is running out.

Some specific deadline phrases to include in your email:

“Sale ends Saturday, 10 PM (PST)”

“Now until May 30th”

4) Help to solve a problem

If there’s a holiday coming up, this is tool to utilize at the end of your sales email.

Try these phrases out:

“Order in the next X days to receive before Christmas Eve”

“Last minute shopping for mom? Order today and we’ll deliver it right on Mother’s Day”

5) Leverage your hot products

Do you have products that sell out quickly? Use this to your advantage!

Phrases like:

“Don’t miss out again! Order now!”

“Back in stock! Order now before it sells out again!”

“They’re back! Get them while supplies last”

will be sure to grab your prospects attention and to place their orders immediately.

A little specificity goes a long way

A little specificity in your sales email will help you create a sense of urgency and necessity. These are just 5 ways in which you can create urgency around your product to strengthen your close.

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