Regardless of the style of copy writing used, the copywriter should always be able to create a sense of urgency, so that the reader feels compelled to act quickly, or risk losing the opportunity that is being presented to them.
Good copywriters strive to elicit an emotional response from their readers and then play on these emotions to get a desired result.
There are three emotions that are often evoked from effective copy-writing: Urgency, Fear and Anticipation or Excitement. In this article we will look at creating a sense of urgency.
Good copy-writing creates a sense of urgency. It makes the reader feel that they need to react
quickly to the offer being presented.
Well-written copy will have the reader ready to respond even before they reach the end of the sales letter or copy that they're reading. Copywriters will implement emotional pullsť throughout the copy, to ensure that they are able to captivate readers who skim the sales page, and material.
What kinds of copy creates this sense of urgency?
An example of this would be the sale of exercise products or weight-loss information. If the copy is
well-crafted and cleverly written, the reader would be ready to place her order even before she reaches the end of the page. This happens when the copywriter give them a clear picture of their current situation (before), in addition to, being given a vivid image of what they can accomplish if they take action (after).
Spend some time watching late night infomercials if you are interested in seeing some of the most well
written, emotionally driven advertising material available. Take notes of the terms, wording and phrases they use, and how they often weave in both fear and relief by first presenting the problem and offering a clear solution to those desperate for help.
Since infomercials are also some of the most expensive forms of marketing, the advertising tactics have been analyzed, tested and proven to work. It's simply one of the best ways to garner ideas for your own copy by seeing what works (as well as what pulls your own strings, and activates emotional triggers based on your personal lifestyle).
In addition, watch for other ads that come your way during the day. If one of them peeks your interest, write it down, or copy it to review later. Think about what it was in the ads that drew your attention. The strive to create that in the copy you write.