As summer heats up, so does the tone of many advertisements. How many times have we heard about those “Hot! Hot! Hot!” deals and steals?
While urgency can be an effective marketing approach, ads that go overboard can make their audiences feel like they’ve been dropped into a pressure-cooker with the temperature ratcheting up. And nobody likes to feel like they’re being pressured into any purchase, whether it’s a big-ticket item like a new car or simply an ice-cold drink on a sunny day.
Even if it’s something your audience really wants, a pushy sales approach can be a big turn-off.
What’s important is hitting the right balance with promoting your seasonal sales and deals this summer. Here are our suggestions to hit that perfect middle ground:
1. Time-Based Offers: Clear Deadlines Without the Pressure
Deadlines are effective because they give your audience a reason to act now instead of waiting. But shouting “LIMITED TIME ONLY!!!” in a subject line isn’t the way to do it.
Instead, position your deadline as a helpful reminder. For example, “Order now to ensure delivery before the holiday weekend.”
You can also consider your customers’ lifestyles and motivations that might be driving them to act sooner and capitalize on your own knowledge of your audience. “Beat the summer crowds” or “check one thing off your back-to-school list” can be highly motivating while pinning the deals to a specific, limited time frame.
2. Choose Clear and Accurate Language
Don’t push product by making it seem like it might be running out soon—unless that’s true, of course. Scarcity taps into our fear of missing out, but fake scarcity erodes trust with your brand.
Here are some examples of times when scarcity can be informative and effective:
- “Only 20 spots left for our July workshop”
- “Limited to the first 50 customers who sign up”
- “Summer stock will no longer sell after Labor Day”
On a similar note, avoid language that instills fear, like “ACT NOW OR MISS OUT.” Try something more genuine and fact-based, like “Act now to get the best price of the summer.”
A calm, confident tone often performs better than high-pressure language.
Visual elements can also get your point across without needing to use intense language. A countdown clock on your website or timestamp next to the product’s sale price can gently remind viewers of when the deal ends — and it’s more useful than shouting reminders at them in their inbox.
The most important thing is to respect your audience’s intelligence and preserve their trust. Nothing destroys credibility like a “last chance” offer that’s extended repeatedly or an “exclusive” offer that’s available to anyone. Urgency is powerful, but it only works when it’s credible.
In short: Give them a compelling reason to say yes today, instead of someday. For ideas about how to use urgency to your advantage, with personalized recommendations for your brand and audience, consult with the team at Mad 4 Marketing (and please know, this is an offer that’s not going anywhere anytime soon).