I cannot emphasize enough the role scarcity plays in selling products and services.

Obviously you need to have a product that solves a problem or addresses a core emotion. There is no point in trying to sell ice to Eskimos. There is no doubt about that.

But once you have that warm blanket perfect for an Eskimo, you still need to develop a “story of scarcity,” a narrative that provides a reason why the customer should buy YOUR product (instead of someone else’s) and do it NOW, instead of tomorrow -- which means NEVER.

Everyday I see around me different implementations of “scarcity marketing” that use many tools to urge the potential customers to act now.

The most famous tool is the Limited Time Offer. Neglect that in your marketing messages and you’ll definitely see a drop in your revenues.

However, it’s important that your limited time offer is true. If the same offer is available beyond the cut-off date, not only you’d be involved in unethical conduct but you could be legally liable as well for misrepresentation. But as long as you are truthful in your assertion, such an offer would only increase your closing ratio and sales.

You need scracity even to sell a warm blanket to an Eskimo, NOW. (Public domain photo courtesy of Wikipedia Commons.)

Another tool is to offer a new product as a way to say “thanks” to the overwhelming interest shown to a previous product which is not available anymore.

I’ve seen this tool used with great success in a tutoring service ad which led off by the headline: “The Registration Period is Over and All Our Classes Are Full! Many Thanks to Your Generous Interest!”

At that point, due to a strange acquisitive impulse buried deep into human psyche, you involuntarily wonder “so am I late if I wanted to register?” And that’s exactly the kind of subliminal reaction this skillful ad copy aims to generate.

Now all of a sudden there is a “scarcity problem.” The classes are full and the registration is over. So how will this tension be resolved?

The copy writer provides the solution skillfully as well and continues:

“Due to overwhelming popular demand, we have just opened a new VIP Class for a limited number of new students. (But you need to hurry to take advantage of the special discount rates and register by October 31st.)” Perfect!

A third tool is “all the others are doing it, so what about you?” appeal. This also works with great efficiency since we’re all joiners by nature and instinctively feel that “there’s safety in numbers.”

A company that sells luxury condominiums begins the narrative by informing that “265 units have been already delivered to their lucky owners. They are already enjoying the splendid views and the most prestigious address by the river-front. That’s the good news...”

“The bad news is... we’ve got only 12 units left. First come first served.”

See how the copy worked the indispensable component of scarcity into the story? The fact that 265 others have already done so increases the pressure since it testifies to the value of the offer by default.

There are many other tools to create a sense of scarcity and urgency in the way you present your product or service without misrepresentation. Study them to grow your business and serve your customers better than before.

Ugur Akinci is a copy writer and information marketing consultant, the owner of www.how-to-write-anything.com