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Had much luck with this technique?

by Mark Pescetti
15 replies
I got this in my email this morning.

Starting right off with scarcity - instead of the more typical, "Order now! We only have blah blah blah remaining" at the end of the letter.

Who else have you seen use this method?

Just curious.

Mark

P.S. I took the affiliate stuff from the domain out. Hopefully it's all kosher.
#luck #technique
  • Profile picture of the author Steve The Copywriter
    Mr Pescetti, I'm truly shocked you've asked.

    Because you know (whatever the medium)...

    Whenever possible it is always advantageous to use a "scarcity" mechanism.

    Usually on the number available and/or at the super duper low price being offered to the lucky readers.


    Steve
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      Whenever possible it is always advantageous to use a "scarcity" mechanism.

      Usually on the number available and/or at the super duper low price being offered to the lucky readers.
      Agreed - IF it's viable.

      Just coming right outta the gate with scarcity is what I'm talking about.

      They did a good job making it sound believable. (i.e. 16 week harvest time.)

      The headline/sub-headline seem effective.

      My question was...

      Have you seen anyone else leading off with scarcity?

      I'd like to see how other companies are trying to pull it off.

      Mark
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  • Profile picture of the author DavidG
    Check if you've received emails prior. They might have changed the page to keep up with the campaign (awareness) , or have some script going on for those who've clicked before.
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  • Profile picture of the author Steve The Copywriter
    Yes, I've seen and done it lot of times, not so much on interweb emails.

    More on sales shots (sales letters, postcards, self mailers even flyers). Absolutely no reason why it shouldn't work on the interweb.

    Usually starts and then leads on "Limited Offer!"

    Sometimes more creatively "Limited Offer for the Good People of (name the town)"

    Even better "Limited Offer for Housewives Over 35 in (name the town) For The Next 5 Days Only"


    Steve
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  • Profile picture of the author Mark Pescetti
    You mean like radio ads that say, "We've selected your area to introduce HydroxyZAP. This new scientifically-proven breakthrough will dramatically make you shed an extra 10, 20, even 30 pounds and inches off your waste. But act fast. This trial offer is only available to the first 100 people who order right now. Supplies are limited. Don't wait!"

    That kinda stuff?

    I hear it all the time. And it only works for so long - before it REALLY doesn't work.

    Something like the link I posted could have longevity though. Again, I'd love to see similiar offers, especially in health.

    Mark

    P.S. Hydroxyzap.com is available for you weight loss product junkies. I'll even give you a free tagline: "Blast Away Your Ugly Fat"
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  • Profile picture of the author Steve The Copywriter
    Not so much like the radio ads.

    I always prefer a non hyped version with a strong, credible "reason why".

    But as you said you don't want to overdo it, time and time again to the same people.

    Because they'll stop believing it.


    Steve
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  • Profile picture of the author rjchelmswood
    I even use it on squeeze pages I give a date and time the offer will be taken down and when it hits that deadline the page comes down. by doing that you are training peope to take action when you want them to.
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  • Profile picture of the author Steve The Copywriter
    Yes, Roberts technique is a good.

    The secret is of course is to take the page down on the advertised date with a message saying "Sorry you missed it" You could mention the number of good people who did act quickly and how escatic they are. A couple of testimonials would do the trick.

    (no harm in asking for the email to "be the first to know when the next offer is" BUT wait a while before you launch it. Don't spoil it by sending it immediately. Instead give some valuable info gratis)

    Steve
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  • Profile picture of the author MoRaitman
    People are so skeptical as it is with so many false promises out there. Be genuine and don't be desperate. The reader mustn't feel pressured. It is good to know there is a timeline and if he misses it, oh well....he must watch out for the next offer or opening. HEmust feel HE wants it now. Big difference. But he mustn't feel you need him NOW. Starting out with scarcity is questionable becaus ethere is so much stuff out there, there is always bound to be another deal.
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  • Profile picture of the author Steve The Copywriter
    There's also a useful piece of human psychology

    People want what they can't have.

    You just have to make certain that your stuff is a "must have"


    Steve
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  • Profile picture of the author Scott McKinstry
    Not an answer to your question, Mark ...

    ... but I think the technique will work best with certain products.

    Like salt.

    Even though it is a "luxury" salt (and likely targeted to salt connoisseurs) -- it's salt, and might be perceived as a commodity. So it's good to prove that it ain't ordinary, garden variety salt right off the bat ... by showing how this particular salt is limited and rare (and you're right, that "16 week harvest season" is a nice bit of proof.)

    Especially now that once-upon-a-time "exotic" salts like sea salt are getting more common on the shelves of grocery store chains.

    So it's less of an urgency thing and more an exclusive/USP angle, appropriate for the headline/lead.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Scott McKinstry View Post

      So it's less of an urgency thing and more an exclusive/USP angle, appropriate for the headline/lead.
      Good call.

      It's an effective way to exit the ugly commodity conversation!

      Mark
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  • Profile picture of the author Steve The Copywriter
    It does 4 good things - Urgency, exclusivity and scarcity with a salty USP.

    Not bad for a common condiment.

    Add a few vitamins and you may have a winner.


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    • Profile picture of the author Memetics
      I guess it depends on what your niche is. There's two types of scarcity. The first is when something is naturally scarce like an old master or very expensive type of handbag which rarely comes to market; in that case you would be targeting the top socio-economic group and the frame would be an exclusivity one based on the social consensus that the item is difficult to obtain regardless.

      Whereas the second would be a social proof one where a common item that you may buy on a regular basis is presently running short due to others diminishing the supply, like petrol or foodstuffs.

      I would be tempted to use a scarcity headline for the latter.

      Mind you; it was scarcity which started a fist fight over a 50" tv at my local electrical retailer last black Friday and they aren't actually cheap.
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  • Profile picture of the author Pess33
    [QUOTE=Mark Pescetti;8860939
    Starting right off with scarcity - instead of the more typical, "Order now! We only have blah blah blah remaining" at the end of the letter.

    Who else have you seen use this method?
    [/QUOTE]

    To answer the original question - I recently received a 5-page sales letter via direct mail from a marketing company selling tickets to an upcoming event. There were two card stock "tickets" with the letter and the opening statement was a deadline to buy the tickets at a reduced price and a warning that there were only xx tickets available.

    Do I feel that this method works? Absolutely.
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