Urgency

A sales principle where a genuine reason to act now, a deadline, limited availability, price increase, or expiring bonus, motivates faster purchase decisions.

Without urgency, "I'll think about it" becomes "I forgot about it." Genuine urgency ethically accelerates decisions. Fake urgency (countdown timers that reset) destroys trust when discovered.

"Founding member pricing ends Friday, after that, the price goes up to £997." If true, this is honest urgency. 30% of sales for time-limited offers happen in the last 10% of the sale window.