Here’s how to build urgency into your copy—without using fake countdown timers or lying about how soon you’ll run out of stock.

See, if you’re selling a physical product—it’s easy.

You’ve got natural scarcity baked in:

Limited stock. Shipping deadlines. Supply chain drama.

You can say “only 5 left” and actually mean it.

But if you’re selling software, a course, a newsletter—there’s no built-in limit.

So you can’t rely on fake scarcity to make people buy now.

They see right through it.

That’s why you should make the reader create the urgency themselves.

Let’s say you help people lose weight.

You're selling the ability to walk on the beach without shame.

To stop hiding in photos.

To feel like themselves again.

Or let’s say you help people make money.

You're selling a way out of the spiral.

Of missed goals.

Of regret.

Of watching life pass them by.

So forget scarcity.

Make them question how much longer they want to live through the same nightmare before they finally take action and turn things around.

Now that, my friend, is real urgency.