What is the Scarcity Appeal?
The Scarcity Appeal is one of roughly twenty advertising strategies that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. The Scarcity Appeal seeks to make people feel like they need to hurry, either because quantities are limited, so many people are rushing to get it, or there is a restricted time frame in which you can get your hands on the new product or service.
When Should I Use the Scarcity Appeal?
The Scarcity Appeal is especially effective when you have product or sale that will only last a short time or that you truly have a limited supply on. The scarcity appeal isa good advertising strategy when things are time-sensitive and may sell out (like with concern tickets or limited edition products) or when you want people to feel like they’ll miss out in some way if they don’t hurry.
How Do I Apply the Scarcity Appeal in Advertising?
The Scarcity Appeal works when you use phrases like “for a limited time” or “act fast” or “while supplies last.” One of the goals with the scarcity appeal is to make people feel like they have to hurry or they’ll miss out so use phrases and images that encourage this. It’s important to make the product or service you are advertising seem especially exciting so that your target audience will logically understand why they need to hurry.
Examples of Scarcity Appeals in Action