Soul Proprietor - Scarcity without scariness

When something is rare or scarce, it’s perceived as more valuable.

That’s the principle behind “scarcity marketing” techniques. Tell people it’s going away soon or there is only a “limited” amount – and this will usually get people to buy quickly.

While scarcity can be a motivating factor, it must be used sparingly and ethically.

Which means: being honest and mindful.

For example, I take on a limited amount of Entrepreneurcasts and Tarotcasts. Why? It’s because I am aware of my capacity. I want to do a good job so I take measures to ensure that my service is always timely and coming from a place of presence, not burnout.

“Can you make an exception this time? Can you take on one more?” (Yes, I get these emails every time I close the doors.)

Nope, I can’t. Really.

When it comes to using scarcity in your marketing, always lead with honesty. Be sure you’re telling the truth because false scarcity feels bogus to both buyer and seller.

Here’s how to use scarcity in an honorable way that isn’t fear-based and phony:

Early bird specials – a special deal when someone acts quickly. This is standard in many businesses and instead of desperation, it creates a feeling of being rewarded for fast action.
Insider deals – exclusive offerings for people who are on your list or part of a membership. This is also reward-based, which makes people feel appreciated.
Discontinuing a product sale – if you are going to retire a class, product, or service, having a “one last chance” sale makes sense. It gives people a chance to grab it before it’s gone.
Holiday or seasonal promotions – special pricing that goes away after a holiday ends is standard in every business (you can’t keep a Christmas sale going year round!).
Limited spots available – there are certain events or services that may need to be capped due to size of the event or the capacity of the service provider. Yes, some things ARE truly limited like time or physical space!
Only a few left in stock – if you truly only have three products available, it’s fine to let people know. But if you actually have a huge stockpile sitting in the backroom? Wrong-o.

All of these can and do work – without resorting to being manipulative or predatory.

That being said, I recommend being scarce about using scarcity in your marketing. Instead, focus on building trust with your clients. That happens when you show up, do your best, and deliver a good product or service in a courteous and timely manner. Do that and you’ll never feel scarce for business and your clients will feel happy, not pressured, to do business with you.

That’s a business that feels good for all.

Blessings,

Theresa