Biggest Brands In The World Use Scarcity Marketing - Examples
A free video tutorial from Vladimir Raykov
Agile Product Manager, PSM2 & PSPO1 Certified
4.6 instructor rating • 17 courses • 77,195 students
Learn more from the full courseScarcity Marketing: Increase Your Sales Without More Traffic
Discover How To Create Fixed Dates, Recurring, And Evergreen Marketing Campaigns And Skyrocket Your Conversions
01:33:08 of on-demand video • Updated
- How To Increase Your Sales By Applying Scarcity Marketing
- How To Stimulate The "Lizard Brain" (Old Brain) Of Your Prospect So They Act Now!
- How To Set Up & Execute A "Fixed Dates" Scarcity Campaign
- How To Set Up & Execute A "Recurring" Scarcity Campaign
- How To Set Up & Execute An "Evergreen" Scarcity Campaign (So You Apply Urgency And Fear Of Loss On Each Subscriber Going Through Your Marketing Funnel)
- The Value Hammer Technique® For Creating High-Value Packages That Will Turn Your Offer From Boring To Irresistible.
- How To Eliminate Banner Blindness & Always Attract Attention
- How To Write The Perfect Cold Email Outreach (We Still Use It In Our Marketing Agency To Attract New Clients)
- How To Apply Urgency In Your Facebook Ads (2 Examples)
- The Difference Between Real & Implied Urgency
- How To Test Your Scarcity Campaigns
- Discover The 2 Cardinal Rules When Adding A Scarcity Element In Your Pages.
English [Auto] Now that we know what scarcity marketing is let's see how the big brands use it to their advantage to motivate visitors to make decisions fast. Let's start with Amazon. Take a look at this page. It's selling memory foam mattress topper. Obviously that's a good offer you save 21 percent. However if you want to take advantage of the mattress offer you must take action within the next 14 hours. Otherwise the deal will expire and you will have to pay full price. Now everybody likes a good deal. Why wait. I need it after all. That's not the only way. Amazon uses scarcity marketing. Take a look at the next image. Classic sneakers. The color is higher risk red. I like it and there are only three pairs left. More on the way as you can notice in the first example Amazon used a time limit is it an urgency tool. In this example they use a limit of quantity. Now let me ask you is this fake scarcity. No it's not. When the timer reaches zero you won't be able to get the mattress with 21 percent off when the sneakers are gone you will have to wait for the new ones to arrive. The question is is it effective that simple. Sure it is. Amazon is one of the most powerful companies in the world. They have done and still do enormous amounts of split test. And they understand and apply scarcity and other psychological traders of course to motivate people to take action another example booking dot.com. Let's see what we have here. In high demand only one room left. Well also the sentence is in red. That gives you even an even greater sense of urgency. There is only one like it again urgency. But the last one is interesting you missed it. How cool is that. It somehow gives me the proof that the urgency sentences above are real. If I don't act now I will just see this alert again. You missed it. I don't want to miss out a room in the property. I like most another example Groupon dot com limited time remaining and selling fast in red. Of course also take a look at the 30 minute massage is with 44 percent off right now but the 60 minute in many minute are sold out in combination with social proof which is another powerful psychological trigger. 127 reviews this works. Fantastic let's move on. Another example from the fishing world. You've heard of the brand Shamil their most famous perfume Chanel Number 5. Let me tell you they love doing scarcity marketing campaigns. They have limited edition bags fragrances nail varnish and so on. In addition Chanel does it the right way after the run out of supplies or the season ends these limited edition items are removed from the lines. That's how you increase sales without losing credibility. As for digital product scarcity marketing has become a standard in short. Here is how it works. We create a digital product and will launch it before the launch we create a lot of buzz through our channels of communication email social media ads retargeting etc. then we'll launch the product for a few days only usually that's between 3 and 7. Of course sometimes 10 days after this period we have a few options. We closed registration. The price goes up. Bonuses go away. Or maybe a combination of the last two the person who has popularized product launches is Jeff Walker. Also he and his students have generated over 400 billion dollars in sales. Jeff is selling a digital product that teaches people how to launch their products in businesses and the core of the launch. The main reason why it works is scarcity. Keep in mind this is not the only reason but it is the main reason of course you need to have a high quality product that delivers value. You need to show your offer to interested in qualified prospects. You need to be able to write copy good copy if you choose not to outsource. You need to have a good looking design and so on. The fact remains if people don't get on board during the launch the open car period they will miss out in the hate that the price goes up. Bonuses go away in the scariest to fall. Registration closes for an unknown amount of time. Remember the fear of lost concept. I'd love to share some personal examples of scarcity marketing and I'll try to do it without self promotion. This is not the point here if I own a Facebook advertising agency and my primary method of getting plans is through cold outreach. Premier League called emails in linked in messages. I would like to show you the email template I send to potential customers. Hello first name. My name is Vladimir Ryzhkov CEO of rack of digital a Facebook lead generation agency helping real estate professionals and I'm not gonna read the whole email now. I'll dedicate a whole lecture on it because I think it will be useful to you. But basically I told him what he'd do I show some results. Tell them the offer. And finally I include the scarcity element. Let me know as soon as possible. We're replaying because I've asked several realtors but I could take only three new trial clans this month. Here are the results. These are all scheduled appointments from the email I sent from the email I showed you yes the copy is good. I showed the right offer in front of the right people but the fact remains the scarcity element is what motivates people what motivates them to click the link and schedule a call with me. As you can guess this is not just a strategy session it's a it's simply a sales call. Also did it lie in the message that I could take only three new clients. No I didn't. That's my capacity. My agency is rather new I don't have 10 people working for me. I do the advertising campaigns myself. I don't want to have 10 or 15 trial plans per month. I don't want to become insane. I also have many people asking Are there any spots left. Is this offer still valid. And so on that that shows me that people read the whole copy and urgency kicks in. Another example is this a cop owns a company that sells pallet burners internationally. I did a similar campaign but this time I used old school mail. I wanted to send a test burner palette has burner but I could tend to only 10. As you can see in the background the whole letter is in German. I translated only the urgency part for you. I also sell hundreds of digital products per month and I never miss a chance to include scarcity when I am running promotions. As I've said in the previous video it's a mindset marketing thinking which I'm going to be very happy to help you develop in. Equally important I will show it step by step how to create scarcity marketing campaigns that brick results. Thank you for watching. Instate purposeful.