19 EXAMPLES OF SALES PSYCHOLOGY AND CONVERSION TECHNIQUES #14 - SCARCITY
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We want now what we may not be able to get in the future. When things become less available, they become more desirable. If we have the choice of getting it now or only possibly getting it in the future, then we choose getting it now. It’s probably best known these days as the “fear of missing out.”
This increase in desire and consequent acquisitive action happens even if we do not need the item now. It is the scarcity that drives our desire, not the utility of the item in question. There is often a strong social element to scarcity. If it seems other people may get something that we could have now, we are even more tempted to get it.
It can’t be something generic like “there are only 5 left in stock!” That doesn’t create the urgency you’d expect, partially because you’re not providing them with the information they need to act on the opportunity before it goes away. Maybe you’re running a sale that’s scheduled to end on a certain day. Provide your prospects with a countdown to increase the urgency. One of the biggest uses of Scarcity is with seasonal items. Think of McDonald’s and its Shamrock Shake or Starbucks’ and its Pumpkin Spice Latte. Customers anticipate them all year, knowing they’re limited to a short timeframe.
We use several Scarcity techniques in our videos. The key is to make sure that the scarcity is believable and genuine.
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