Urgency and scarcity
Posted: Sun Dec 15, 2024 7:09 am
And that got me thinking. Because while I was leaning on my elbows and toes with a straight back, I thought about the end goal that I had to achieve. There is a clear link with marketing. Many webshops use their marketing in such a way that you buy your product just before the end of the campaign.
Where our personal trainer encourages to persevere until the end, a marketer encourages to buy before the end of an offer. And with that, as a marketer, you play on scarcity and urgency. Because if you have the feeling that you are in danger of missing out on an offer and missing out on a purchase, then something happens to you. It is factually substantiated: scarcity simply directs our attention.
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Counting down to a moment when the offer expires works. If you then also throw in a slogan such as 'This offer expires in two hours', 'Only one left in stock' or 'Ten people are looking at this product', there is an extra incentive. You can of course also add this tactic continuously. For example, a countdown clock with the time until dispatch. ''Order within 1 hour and the product will be delivered tomorrow.'' Urgency, in other words.
In addition to that offer around urgency, you can also play on the scarcity. You only have twenty spots for that new training, only a hundred people can register for the pre-order and the new product is only available to people who receive the newsletter.
You don't have to give a discount, but you make your product or service feel less accessible to someone. And people are attracted to that.
This approach works. Just ask the average entrepreneur about the turnover during Black Friday. The discounts are not always that high, but the consumer does feel a certain urgency to grab the offer on that day. A great sense of triumph for the consumer as a result.
Where our personal trainer encourages to persevere until the end, a marketer encourages to buy before the end of an offer. And with that, as a marketer, you play on scarcity and urgency. Because if you have the feeling that you are in danger of missing out on an offer and missing out on a purchase, then something happens to you. It is factually substantiated: scarcity simply directs our attention.
Also read: Marketer: this is what argentina phone number library you can learn from the Rituals scented candle
Counting down to a moment when the offer expires works. If you then also throw in a slogan such as 'This offer expires in two hours', 'Only one left in stock' or 'Ten people are looking at this product', there is an extra incentive. You can of course also add this tactic continuously. For example, a countdown clock with the time until dispatch. ''Order within 1 hour and the product will be delivered tomorrow.'' Urgency, in other words.
In addition to that offer around urgency, you can also play on the scarcity. You only have twenty spots for that new training, only a hundred people can register for the pre-order and the new product is only available to people who receive the newsletter.
You don't have to give a discount, but you make your product or service feel less accessible to someone. And people are attracted to that.
This approach works. Just ask the average entrepreneur about the turnover during Black Friday. The discounts are not always that high, but the consumer does feel a certain urgency to grab the offer on that day. A great sense of triumph for the consumer as a result.