What 20+ Content Audits Revealed: The Biggest Mistake Costing Sales (Part 1)
Over the last couple of weeks, I’ve completed more than 20 content audits.
These included free Instagram Post Audits and in-depth content reviews for my clients. And one thing kept standing out…
There are common mistakes showing up again and again — mistakes that are costing people sales.
As we head into Q4 (peak selling season), you want your content to actually help you make sales, not sabotage them.
That’s why I’m breaking down the biggest mistakes I’ve uncovered in my content audits in this two-part series, plus how to fix them.
Today we’re starting with the most common (and costly) mistake: not creating urgency in your content.
Why Urgency Matters Right Now
Buyer behaviour in 2025 has changed.
People are more discerning than ever. They take their time to compare options, research, and feel confident before they buy.
And as we move into Q4, that behaviour gets even stronger. The biggest objection you’ll hear in the coming months?
“I’ll wait until next year.”
If your content doesn’t give people a reason to act now, you’re basically giving them permission to delay. And waiting = fewer sales for you.
Here’s the key: urgency doesn’t have to be pushy or fake. Genuine urgency helps your audience see:
- what changes quickly if they start now
- what it costs them to wait
- and why this is the time to act
This is the difference between someone bookmarking your post for “later”… and someone enquiring about your offer today.
What My Content Audits Revealed
When reviewing 20+ pieces of content, here’s what the lack of urgency looked like:\
- Listing features of an offer but not explaining why it matters now
- Sharing a dream transformation without linking it to immediate action
- Adding “DM me for more info” at the end of a post with no real context
- Presenting an offer but leaving the timing completely open
These patterns might seem small, but they add up to lost sales opportunities.
Selling isn’t just about adding a CTA – it’s about guiding your audience to take action today.
How to Create Genuine Urgency
Here are three simple shifts to create urgency that feels natural, not pushy.
1. Anchor Urgency in Outcomes
Don’t stop at “Here’s the dream.” Show what changes quickly if they start now. If the result feels too far away, they’ll keep delaying.
Example: “Sign up now and in just 30 days you’ll already [insert result: feel lighter, have your funnel set up, be confident showing up online].”
Quick wins = buying mode.
2. Highlight the Cost of Waiting
People often underestimate what waiting costs them – in time, energy, money, and momentum.
If you don’t make the cost of waiting clear, “later” becomes the easy option.
Example: “If you wait until next year, you’ll still be stuck [insert pain point: writing content that doesn’t convert, wasting hours on DIY funnels, feeling drained by your marketing].”
This isn’t fear-mongering – it’s showing them the reality of inaction.
3. Tie Urgency to Timing
Right now it’s Q4 – the season when buyers are deciding what they want for next year.
If your content doesn’t connect to their current headspace, you’ll miss the chance to influence those decisions.
Example: “Q4 is when your clients are deciding what they’ll prioritise in 2026. If you’re not showing up now, you won’t even be in the running when they make those decisions.”
Urgency is about aligning your messaging with the moment.
The Bottom Line
You can have the most incredible offer, but if your content doesn’t give people a reason to act now, they’ll put it off until “later.”
And spoiler alert → later usually never comes.
That’s why urgency was the first (and biggest) issue I uncovered in my 20+ content audits.
So if your content isn’t converting right now, start by asking → Does this post give my audience a reason to act today?
Join my FREE Workshop: The Content Playbook That ACTUALLY Works Right Now
I’ll share the exact strategies I use (and teach my clients) to cut through the noise, create demand, and actually sell in Q4.
It’s completely free so let’s get you making sales now.
