Why People Buy Based on Urgency
most people don’t buy because they’re “ready.”
They buy because the clock is ticking.
- Loss Aversion (Robert Cialdini): People fear missing out more than they desire gain. $1 lost hurts more than $1 gained feels good.
- Instant Gratification: When urgency is attached, the brain shortcuts the let me think about it loop.
- Scarcity Principle: If something feels limited (time, spots, supply), people assume it’s more valuable.
- 48 Laws of Power (Law #45): Change must feel urgent. If people think they can wait, they will.
💡 Examples:
- Black Friday sales work because you know that TV will be gone at midnight.
- Concert tickets sell out faster when there’s a “last chance” countdown.
- Digital products? Same rules apply. Add urgency and people move. Remove it, and they scroll.
⚡ Quick Action Tip:
When you make an offer, add one urgency lever:
- Time (Ends tonight at midnight)
- Quantity (Only 20 spots left)
- Price (Price goes up after Sunday)
Without urgency, people push decisions to “later.”
And later = never.
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Why People Buy Based on Urgency
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