Marketing Psychology Mastery Tips

Here’s part 6 of 6 in the Influence article series. The Finale.

The 6 again are:

1. law of reciprocity
2. law of authority
3. law of liking
4. law of commitment and consistency
5. law of social proof
6. law of scarcity

Scarcity is absolutely the most powerful motivator you can use. Even something which is unproven will still be bought when you build the desire and make it extremely limited.

Look at all the coin advertisements you see. They play up the scarcity factor like madmen.

“ONly 200 coin bricks were ever minted. No more will ever be minted.”

“Get your hands on these collector’s edition gold coin sets. Comparable sets have risen 1700% in the last 4 years.”

These scarcity tactics get you into a lather that “I better buy now or I’ll miss my opportunity and they’ll all be sold out.”

It goes back to your younger days when you were in your play pen with all your cool new toys. They were all glitzy and easily within reach. And then…

Out of the corner of your eye you spot it. You see it, your new toys are cooler than it and more fun, but you WANT IT.

You don’t know why nor can you control it. You just know you want it. It’s your old beat up and chewed up ball.

You want it simply and mostly BECAUSE you can’t have it.

It’s an odd thing of our psychology as humans wanting what we can’t have makes it all the more desirable.

The problems with scarcity plays are when they are just that…plays.

Only 200 left. THe counter counts down to zero. You come back the next day…Only 200 left.

Clearly, this person will sell as many as possible and is only faking the scarcity to get you to buy now.

Be responsible and honest when you use scarcity in your marketing and it will serve you like the greatest autonomic slave ever.

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