I recently polled my IG audience and asked: How do you like to build urgency in your sales pages or inside your offers? 

Here’s how everyone voted:

1. Internal factors highlighting the cost of not buying your offer (0%)

2. External factors like timers or a limited number of spots (79%)

3. A combo of both internal and external factors (21%)

Now, the results of this small poll have sparked my curiosity…

This tells me that MOST business owners focus on external factors, completely missing out on the opportunity to leverage internal factors in their copy. 

So, I wanted to share my POV on how I build urgency in sales pages without being pushy. More specifically, I want to show you how using internal factors is a powerful way to present a new opportunity to your audience in a way that connects with them on a deeper level. In turn, this makes your sales page less salesy. Here we go!

Here’s What Internal Urgency Does Inside Your Sales Page

Internal urgency is frequently overlooked and underutilized, often due to a misunderstanding of how powerful it can be within your sales page strategy. However, it can be just the thing that leads your prospect to click the “enroll now” button on your sales page.

Internal urgency in sales copy is a way to connect and empathize with your prospect. You get them to look “internally,” to ease them emotionally into your offer. Most buyers use emotion to purchase, and then justify their purchase using logic. When done well, internal urgency sheds light on the pains and fears of your dream client. 

Examples of internal urgency are:

• Wasted hours trying to solve that nagging problem on your own, only to feel more stuck

• Money down the drain because instead of focusing on profitable tasks, you’ve been spinning your wheels trying to figure things out

• Investments in courses, books, and webinars that have left you more confused than when you started, with nothing to show for it

• Burnout and overwhelm setting in because no matter how hard you try, the needle just isn’t moving

Including internal urgency in your sales copy is a strategic way of letting your prospect know you understand what they’re going through and you're ready to meet them where they’re at. It’s also a fantastic way to infuse authentic and heartfelt messaging inside your sales page while shining a light on a new opportunity. 

As important as it is to include internal urgency in your sales page, external urgency is also a must-have in your copy to nudge your buyer to click that button.

What External Urgency in Sales Pages Looks Like in Action

Using external urgency in your sales page and strategy is more common and better understood. This is because external urgency is more concrete. Examples of external urgency are things like:

• Timers counting down the days and hours till your cart closes

• Limited number of spots available inside your course

• Fast-action bonuses or an increase in price

External urgency is another way to use scarcity (FOMO) to gently nudge your buyer to take action. When they feel like they’re running out of time, missing out on a seat at your table, or losing potential bonuses, that further drives them into action. This strategy reminds your target audience why it’s better to take action now rather than later.

But relying only on external urgency in your sales strategy is what can tip the scales into sounding more salesy and less authentic. That’s why I like blending internal and external urgency in sales copy to encourage your buyer without being pushy.

Building Internal + External Urgency Into Your Sales Page and Strategy

Blending these two types of urgency in your sales page is a useful way to capture the benefits each strategy offers.

First, tap into the internal triggers your dream clients connect with—those insights you’ve gathered from completing voice of customer research. Show them you get it, that you’re right there with them and you understand their struggles. By aligning with where your prospect is emotionally, you create genuine trust. This kind of internal urgency isn’t just persuasive; it’s authentic.

Next, show your buyer you understand what’s on the line. Then give them a little nudge with those external factors—like cart close dates, fast-action bonuses, and limited spots. This approach gets your dream client to take action. And remember, it’s just as important to let go of those who aren’t your superstar clients.

The magic of strategically creating urgency inside your offer is blending both principles to speak in a way that resonates, inspires, and leads to action. Check out this next section to see how I’m implementing these two techniques to wrap up this blog…

You Can Create Urgency in Your Sales Page That’s Powerful + Heartfelt

When selling your online course, it’s absolutely possible to create urgency in your sales page or email copy without the ick.

And because you’re a high-achieving self-starter, you’ve likely poured countless hours into creating an offer packed with tons of value. But when it comes to selling that offer and positioning it to catch the eye of your superstar client, what should be straightforward can suddenly feel overwhelming. And it may not even get the traction you're looking for.

This happens because you’re stepping outside your zone of genius. Just like you’d call a plumber if your pipes burst, you need an expert on deck to identify and highlight the best parts of your offer and build your launch strategy. If you’re struggling to focus on the problem you solve and show your buyers how you can help without feeling pushy, that’s where I come in.

There’s no better time than Q4 to launch your course. If you need help building urgency in sales copy, launching your online program, or writing emails that convert, I’m here to help. 

Sign up for a free 30-minute brainstorming session to see how I can help you make your next launch a roaring success.

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