… increasing scarcity makes you more valuable
by Scarcity is a powerful motivator. For example, which of the following headlines has the greater appeal:
- Da’ Vinci’s Mona Lisa on Display at the Museum of Art – 1 Day Only. January 15th.
- Da’ Vinci’s Mona Lisa on Display at the Museum of Art – January till September.
Most reasonable people would agree that the first headline has a greater desire-inducing effect. Here’s a way to amplify it even further: Fade the Opportunity.
The tactic of the Fading Opportunity works by making the offer even more scarce “right before the prospect’s eyes.” This is how it could be done.
Advertisement – Day 1
Da’ Vinci’s Mona Lisa on Display at the Museum of Art – 1 Day Only. January 15th. Limited to 150 Tickets.
Advertisement – Day 2
Da’ Vinci’s Mona Lisa on Display at the Museum of Art – 1 Day Only. January 15th. Limited to 150 Tickets. Only 90 Seats Left.
Advertisement – Day 3
Da’ Vinci’s Mona Lisa on Display at the Museum of Art – 1 Day Only. January 15th. Limited to 150 Tickets. Only 15 Seats Left.
Each day, your prospective audience sees the opportunity FADE before their eyes. The INCREASING scarcity of the opportunity makes it even more attractive and motivates them to ACT NOW.
This technique is also employed by:
- Home shopping channels with their countdown timers, and remaining inventory displays
- Online travel sites that may “unexpectedly” raise the price of your trip the next time you login (better book now)
- Concert promoters that “sell out ” the show in your city, only to add a 2nd or 3rd night to the tour shortly thereafter
What opportunities can you fade?
