I had a very interesting thing happen today that I’d like to share with you…as many of you know, I’ve been using the audio posting service, AudioBoo, to produce short, to-the-point audio marketing tips which then go out to Twitter and FaceBook nearly every morning from my iPhone.
I recorded an AudioBoo on using the concept of scarcity in your marketing to encourage your customers to purchase and it generated a lot of remarks and a bit of controversy on FaceBook. I responded to this feedback with another AudioBoo.
So instead of writing my reflections here about this, I decided to put a link to the AudioBoos so you can listen for yourself. Just go here to listen to the first Audioboo and here to get the second one.
I’d love to hear what you think about using the concept of scarcity in your marketing! Just post your comments below…
{ 2 comments… read them below or add one }
I am a glass artist. Each piece that I offer for sale is made by me from concept to finish and ready to sell. That, in and of itself, makes for scarcity as there is a limit to what I can make and to what my muse “allows” in terms of repetition before she heads off to create something new, interesting and challenging. If I make a large and more expensive panel to offer for sale, I make 2 that are available “now”.. After that, it is order and wait your turn. My long time patrons have learned to come early with cash or card in hand.. scarcity seems to work .
Hi Ellen, I love your newsletter and want you to know that you’re a great inspiration for me! Thanks for all your great work and taking the time and care to communicate your wisdom.
As for the controversy about using scarcity or rareneness – so many of us are just done with being manipulated by this concept because we’ve realized that in many cases it’s just a lie. I think of gasoline, gold or diamonds and associate them with words like scarce and expensive, but only because the marketers of them want us to think that – not because they are. There are enormous reserves of all three but they are kept off the market to keep prices high. When someone puts the marketing squeeze on me with the concept of scarcity my first reaction is distrust and to walk away. Nonetheless, I think there is integrity in telling people that there are limits to the number of classes you can give or the number of students you can take or the number of products you can produce etc., but to do so without the hype of scarcity.