Scarcity is one of the marketing world's favorite tactics; you see it used in all types of media, from radio and TV to print and direct mail. An offer that uses scarcity quickly makes it clear that there's either a limited quantity of the product or service, or it's only available for a limited time. This scarcity makes it dear in the eyes of the customer, in both senses of the word: not only is it more important and even precious to them, it's worth more. The idea is to agitate the customer so much that they buy your product immediately rather than waiting. This won't work well with the people who just aren't interested in your product, but then they're never going to buy anyway. On the other hand, it can knock the fence sitters off the fence in nothing flat. When combined with one or more of the other marketing tactics I've outlined here, especially the PAS formula I'll discuss next, scarcity can be very powerful indeed.
When you do use scarcity in your copy, don't lie about it. Consumers have become wise to that tactic long since, because it's been overdone. We all have stories where we've seen something advertised "for a limited time!" and that time ended up stretching out over years. It's kind of like those stores that have "going out of business" sales that never end. It's more effective to have true limited quantities. If you tell your customers in a sales letter that you have just 25 slots open for your new Mastermind group, turn away the 26th customer. If you claim you've made just 200 copies of your special business secrets CD, break the master copy when you reach 200 sales and turn away anyone who asks for one after that. This doesn't mean that you can't adapt that product or service later in another form, or use pieces of it in another product or service, but in that form it's gone for good when the counter runs down to zero.
Eventually, word will get around that you're true to your word, and scarcity will work for you by making your products and services significantly more valuable. Scarcity makes everything valuable. Back in the early 1800s, for example, aluminum was worth more, ounce for ounce, than gold. That's because it was very difficult to refine, despite the fact that it's one of the most common elements in the Earth's crust. Now that we've got an easy way of refining it, it's worth about 50 cents a pound if you're lucky. Similarly, if emeralds were as common as gravel, they'd be worth very little, too. Familiarity and commonness eliminates the mystique that rarity brings. Thus, true limited quantities can serve you well-as long as the demand exceeds supply.
Kent Sayre is a 'top gun' marketer and author. You can get sensational FREE
business-building tips online at http://www.KentSayre.com
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