Why You Should Be Careful with Scarcity Marketing (+ How to Do It Authentically)

Ever clicked on an ad, only to be taken to a sales page with a big red timer at the top, counting down to the special offer expiring in just a matter of minutes?

Like it’s suuuch a coincidence that you happened to find the product at PRECISELY the right time.

Maybe you bought it immediately, not wanting to miss out.

Or maybe you waited… and refreshed the page the next day, only to see that the timer had reset. Lies!

This is scarcity marketing in action. While it can be a powerful weapon for persuasion, it can also backfire on you.

Here’s how to use scarcity for good, not evil.

The Power of Scarcity Marketing

“Hurry! Space is extremely limited, and if you don’t act now, you’ll miss out on this incredible price / bonus / limited-time opportunity forever!!!!”

Ever seen messaging like this?

Ever bought based on messaging like this?

Maybe — if you trusted the source.

That’s the key to using techniques like urgency and scarcity in your copy: your message must be authentic, or it won’t work.

4 Types of Scarcity Marketing

There are essentially four different ways to use urgency and scarcity in your marketing:

1. Price Scarcity: Sales, discounts, coupons, happy-hour specials, etc. (“Buy now before the price goes up!”)
2. Quantity Scarcity: Limited number of products, spots, tickets, copies, etc. (“Only four are left!”)
3. Premium Scarcity: Limited-time bonuses, features, upgrades, etc. (“Act now and get greater value!”)
4. Time Scarcity: Countdown timers, enrollment periods, etc. (“You have until tomorrow at midnight to take advantage!”)

Each of these types of scarcity marketing works because it triggers a psychological reaction in the brain. (We believe the scientifically correct term is “FOMO.”)

While you certainly should use scarcity and urgency in your copy at times, be careful of coming across too pushy or fake.

Consumers are skeptical of these tactics — and for good reason.

How to Use Scarcity & Urgency in Your Copy (Authentically!)

So, how do you use scarcity in your marketing copy in a way that’s sincere, not sales-y?

Here are our top five tips.

1. Don’t Claim “Quantities Are Limited” if They Aren’t

Unless you have a physical product, you’ll have a hard time convincing me you couldn’t possibly sell more. Skepticism ≠ sales.

2. If You’re Intentionally Limiting Space, Explain Why

If you’re promoting a course, for example, you may want to cap enrollment at a certain number of people to ensure everyone gets individual attention and feels comfortable to share with the group. That makes sense (and adds value) — so point it out.

3. Be Specific

Don’t just say, “Space is limited,” or “Offer ends soon!” Tell us exactly how many spaces are available, exactly when the offer is ending, and exactly how much we can save by taking advantage now.

4. Once the Timer’s Up, Turn It Off

Be true to your word. If you reset the timer or extend the sale, you not only undermine your own authority, you also upset the people who bought before the offer supposedly ended. If you must extend an offer, do so very occasionally.

5. Don’t Use Scarcity or Urgency Too Often

You don’t want to become known as the brand that’s constantly blasting discounts. You’re basically screaming, “We’re cheap, we’re desperate, and we’ll do anything to get a sale!”

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