You have seen the countdown timer that resets the moment you refresh the page. So has your reader, and they have stopped believing it. The deadlines that still work are the ones that were always true. Here are five ways to build that kind of real urgency without inventing a single word of it, from a true deadline you already keep to a plain word about what waiting really costs. One of them you may already have sitting in your own calendar, waiting to be stated out loud.
