How do you incorporate urgency in your email copy without coming across as too pushy?

Next time you want to add urgency to your copy, remember these seven words:

"Brevity, you've got a friend in me."

Being brief during times of urgency makes all the difference.

It's what gives your reader a gentle nudge to click...

Vs. the long-winded, desperate filler copy that shoves your reader off a 50-foot cliff.

So, what's considered brief?

Consider this example for a cheap eBook:

Download your copy for just 98 cents today!
But don't wait. You've got 48 hours until prices shoot back up to $9.99.
 

See? Nice, short, and straightforward. That's a  in my book. Which means more  in your books.

Now, look at this long, pushy, messy urgent copy:
 

Want to know how you can get something for 90% off today?
And I mean, JUST today.
If you hit buy now, you'll get this sweet eBook (that I normally sell for $10).
For just 98 cents.
Seriously, don't wait.
Time's running out.
24 hours is like... 1 day from now.
Why wait?
When you can get this right now for 90% off!
 

 That ain't it. 

Remember. "Brevity, you've got a friend in me."

Otherwise, your readers might think that you're a try-hard, used-car-salesperson type.

And, let's be honest... They're the number one reason we avoid dealerships in the first place 

- Rafael Meneses (The Guy that Writes the A's to your Q's in Copywriting)

Let them know how many items you have in stock and be honest about it.

Tell them how fast your product went out of stock the last time and be honest about it.

You can apply the same principle to a service.

Tell them about your limited availability and again, be honest about it.