Urgency is a powerful psychological trigger. When we feel that time is running out, we’re more likely to take action. In a course launch, urgency can be the difference between a flood of enrollments and a trickle of sales. But how do you create a sense of urgency without resorting to sleazy, high-pressure tactics?
At Gillis Copywriting, I help my clients use urgency in a way that feels authentic and aligned with their brand. It’s not about tricking people into buying; it’s about helping them make a decision that’s in their best interest. Here are three ways to do it:
1. The Limited-Time Offer
This is the most common type of urgency, and for good reason: it works. A limited-time offer is when you open enrollment for your course for a specific period and then close it. This creates a natural sense of urgency, as potential students know they have to make a decision before the deadline.
The key to making this feel authentic is to be transparent about why you’re closing the cart. Is it because you provide live support and can only handle a certain number of students at a time? Is it because you’re launching a new cohort and want everyone to start together? The more genuine your reason, the less “salesy” it will feel.
2. The Early-Bird Bonus
Instead of punishing people for waiting, why not reward them for acting fast? An early-bird bonus is a special gift you offer to students who enroll within a certain timeframe (e.g., the first 48 hours of your launch). This could be a one-on-one coaching call, an extra mini-course, or a physical product.
This type of urgency is effective because it’s positive and value-driven. You’re not taking anything away; you’re adding extra value for those who are decisive. It’s a win-win: your students get a great deal, and you get a surge of early enrollments that builds momentum for the rest of your launch.
3. The Price Increase
If you plan on raising the price of your course in the future, you can use this as a form of urgency. Let your audience know that the price will be going up after the launch and that this is their last chance to get in at the current price. This is a common practice at Gillis Copywriting for our clients who are iterating and improving their courses over time.
Again, transparency is key. Explain why the price is increasing. Have you added new content? Are you offering more support? When you justify the price increase, it feels less like a marketing tactic and more like a fair business decision.
Urgency doesn’t have to be sleazy. When used ethically and authentically, it’s a powerful tool for motivating your audience and driving action. By focusing on adding value and being transparent, you can create a sense of urgency that feels good for both you and your students. If you need help crafting an urgent and authentic launch, Gillis Copywriting is here to help.
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