Read This Now! The Psychology Behind Urgency

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Whilst it may sound a tad mercenary, at its core, advertising is basically the art of influencing people's thoughts, feelings, and behaviours.

February 18 - 2025

Article 5 min read

James Murphy

Email Strategy Performance

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From the moment an ad catches our eye, to the instant we decide to make a purchase, psychological factors are at play.

Advertisers lean on their understanding of our emotional triggers and decision-making patterns to create content that hits home. They tap into our desires, fears, and dreams, weaving stories that speak to both our conscious and subconscious minds. It’s not about manipulation – it’s about getting what makes us tick and using that insight to craft ads that actually mean something to us.

Simply put, psychology gives marketers a map through the maze of human motivation. They’re not just selling stuff – they’re telling stories, building connections, and sometimes even shaping culture. Ever caught yourself whistling the McDonald's jingle or eyeing up those clothes you saw in an ad? That’s the subtle magic of advertising psychology at work.

A key element of advertising is creating urgency, so understanding the psychology behind it can be a game-changer for your copywriting efforts. But what makes urgency so effective, and how can you make it work in your email campaigns?

The science of urgency

Urgency taps into a fundamental human behaviour. When we perceive a limited opportunity, our brain's decision-making process shifts, often leading to quicker actions. This phenomenon is rooted in several psychological principles that have been extensively studied and documented in the field of behavioural economics.

Loss aversion

Humans have a strong tendency to avoid losses more than they seek gains. This principle, first proposed by psychologists Amos Tversky and Daniel Kahneman in 1979, suggests that the pain of losing is psychologically about twice as powerful as the pleasure of gaining.

When faced with a time-limited offer, the potential loss of the opportunity becomes more salient than the potential gain, driving us to act quickly to avoid missing out.

In short, framing a discount as a loss (e.g., "Don't lose out on £100 off") is usually more effective in driving sales than framing it as a gain (e.g., "Save £100"). However, more recent research from Nottingham University found that the effectiveness depends on both the size of the discount, and perhaps more importantly, whether it’s a high or low-priced product.

As you might expect, percentage discounts were more effective on lower priced items, whereas the absolute monetary saving had more traction in the case of high-price products.

Scarcity principle

The scarcity principle, popularised by psychologist Robert Cialdini, suggests that people assign more value to things that are less available. When something is perceived as scarce, it becomes more desirable, creating a sense of urgency to acquire it before it's gone. This principle is deeply rooted in our evolutionary past, where scarcity of resources was a constant threat.

Fear of missing out (FOMO) in the UK

FOMO is a social anxiety characterised by a desire to stay continually connected with what others are doing. In marketing, this translates to a fear of missing out on exclusive deals or time limited offers, compelling quick action. This phenomenon has unquestionably been exacerbated by social media, which provides a constant stream of what others are experiencing.

Millennials lead the pack in the UK, with 69% experiencing FOMO regularly. They are particularly prone to making impulsive purchases, with 41% making quick mobile transactions due to FOMO. The 55+ cohort are the least susceptible to FOMO-driven purchases with only 28% feeling pressured to spend.

Anticipated regret

The anticipation of regret shapes our choices in subtle yet powerful ways. When faced with a limited-time offer, people often imagine how they might feel if they miss out, which can prompt immediate action to avoid that potential regret. This concept is closely related to the psychological theory of counterfactual thinking, where we consider "what might have been" in various scenarios.

Ethical considerations

While urgency can be a powerful tool in email copywriting, it's crucial to use it ethically. Creating false scarcity or constantly bombarding customers with urgent messages can lead to distrust and fatigue. The key is to create genuine reasons for customers to act quickly, providing real value rather than manufacturing artificial pressure.

Mastering the art of urgency

So, now we know that understanding these psychological principles is crucial for crafting copy that creates a sense of urgency, here’s some practical examples for you to try

Use time-sensitive language: Words and phrases that emphasise limited time can trigger urgency.
Highlight scarcity: Emphasising limited availability can increase perceived value and drive action.
Create exclusivity: Offering exclusive deals to a select group can tap into FOMO and scarcity principles.
Use numbers: Specific numbers (e.g., "Only 5 left!") can be more effective than vague terms.
Employ countdown timers: Visual representations of time passing can create a tangible sense of urgency.

Now, let’s put these to work in some subject lines and explore why they work…

Urgent subject lines and why they work

"Last Chance: 50% Off Ends at Midnight!"

Why it works: Clear deadlines create immediate urgency.

"Only 3 Spots Left for Our Exclusive Webinar"

Why it works: Specific number taps into scarcity principle.

"Flash Sale: Next 100 Customers Get 70% Off"

Why it works: Limited quantity creates a race to be among the first.

"24-Hour Access to Our Premium Content - Don't Miss Out!"

Why it works: Time-limited exclusivity triggers FOMO.

“Early Bird Tickets: Save £200 if You Book Today"

Why it works: Immediate reward for quick action.

"Limited Edition: Once It's Gone, It's Gone Forever"

Why it works: Plays on scarcity and anticipated regret.

"Exclusive Offer for Our Members Only - Valid for 48 Hours Only"

Why it works: Combines exclusivity with a time limit.

"Act Fast: First 50 Orders Get Free Delivery"

Why it works: Encourages immediate action with a tangible benefit.

Keeping it real

Fear of missing out drives human behaviour - it’s hardwired into our DNA. You can tap into this primal instinct by crafting messages that emphasise real deadlines and genuine scarcity.

Focus on authentic reasons customers should act now, like true limited-time discounts or exclusive early access. When you keep it real, people feel it. They click, they buy, and that’s how honest urgency works.

Let’s create campaigns that convert!

Whether it's exclusive offers, time-limited deals, or tailored messaging that speaks directly to your audience's needs, Jarrang can help you ensure your email campaigns move the dial.