Creating scarcity or urgency without lying?

15 replies
So I'm writing a "salesletter" for a new subscription-based email newsletter and I'm trying to come up with a way to introduce an element of scarcity or urgency without just totally lying like most people do. I'm not selling a "limited number of copies", I'm not raising the price any time soon, etc. I have a few ideas, but I'm hoping to get lots more from you guys and gals. Anyone?
#creating #lying #scarcity #urgency
  • Profile picture of the author karlmay1980
    Are you charging for the newsletter then or distributing free to gain leads?

    If it Free you shouldn't need scarcity just pack it with the value your going to give, and if you are selling make it sound exclusive and limited time only, or for limited numbers, but stick to anything you do say, dont say its closing on x and the day after that it still for sale, close it and people will give you respect for that and next time wont hang around.
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  • Profile picture of the author gepisar
    See:

    Warrior Forum Limited Availability Thread

    Really good thread above, which left me convinced that in short: Value ADD is better than scare-city...
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  • Profile picture of the author Paul Marcoux
    Hi

    Rarity sounds better to most older people, than scarcity or urgency..

    Regards
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  • Profile picture of the author wrcato2
    Include an incentive that will go away with a timer. Depending on how long your copy is, which shouldn't be long at all and set the timer for 1min. 30 seconds??? just long enough to read and type their information in the form and then give them an extra 20 seconds. Make the incentive related to your newsletter niche.
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  • Profile picture of the author dsiomtw
    Thanks for the ideas. Keep 'em coming. Just FYI this is a PAID newsletter.
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  • Profile picture of the author BrianMcLeod
    Let's clear the air a little bit because the bullshit from that other thread might creep into this one.

    There's nothing inherently deceptive or deceitful about engineering urgency or scarcity into your sales process...

    Deadlines and the impending sense of loss they engender move prospects into action. That's a bankable fact. It's Sales 101, despite the protestations from IM hobbyists and other consumers in marketer's clothing.

    So, drop any guilt about it like a useless bag of bricks.

    What additional value can you give subscribers who take action when you want them to?

    What can you do for a limited time that you may not be willing to do ALL the time?

    What new value can you create, that you can trot out a few times a year, to run as a limited-time promotion?
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  • Profile picture of the author dsiomtw
    ^^^ agreed with all of that. I guess ideally I'm trying to come up with something that I can use all the time, not just a few times a year. I mean, if a tactic increases sales why not try to use it as much as possible and not just a few times a year lol

    The problem I have is that the product itself isn't going to be limited or unavailable in any way, and I can't mess with the pricing because of the associated affiliate program.

    I'm sure I could come up with some kind of cool bonus ... I guess I just need to be creative and try to come up with a way to use it as much or as often as possible, which still hopefully creating some sense of "urgency" in a non-deceitful way...
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    • Profile picture of the author wrcato2
      I have to agree with Brian, There are a lot of ways to create great urgency to sign up to your paid newsletter as long as you can create in the prospects mind that your incentives are worth more than your news letter or the content of your news letter is worth way more than they are paying for the subscription.
      You will have to create this urgency in your copy

      I thought your newsletter was a free subscription however, that doesn't matter, unless it is an email newsletter which I would never create for a paid subscription. My own preference.
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    • Profile picture of the author Pusateri
      Originally Posted by dsiomtw View Post

      I'm sure I could come up with some kind of cool bonus ... I guess I just need to be creative and try to come up with a way to use it as much or as often as possible, which still hopefully creating some sense of "urgency" in a non-deceitful way...
      You're hemmed in by a conceptual wall of your own making. Knock it down.

      Hint: think plural.

      btw, anyone reading Brian's post above should send him $7.77. Tattoo those questions on your thigh and you won't have any trouble creating urgency/scarcity...as long as you're wearing shorts.
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  • Profile picture of the author Alex Cohen
    Originally Posted by dsiomtw View Post

    So I'm writing a "salesletter" for a new subscription-based email newsletter and I'm trying to come up with a way to introduce an element of scarcity or urgency without just totally lying like most people do. I'm not selling a "limited number of copies", I'm not raising the price any time soon, etc. I have a few ideas, but I'm hoping to get lots more from you guys and gals. Anyone?
    1. Create two bonuses that provide insane value.

    2. Make two copies of your sales letter, each one offering a different bonus.

    3. In your copy, explain that the bonus will be withdrawn on a certain date. The shorter the time period, the better.

    4. Rotate the two sales letters appropriately.

    Just as an aside, scarcity and urgency are not the same thing. Scarcity is a tactic. Urgency is an emotion. Scarcity creates urgency.

    Alex
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  • Profile picture of the author dsiomtw
    ^^^^ Here's my problem with this, which is the problem I'm trying to solve...

    Say Joe comes to your website today and sees Version A. He sees that you're offering Bonus X for just the next 2 days, but decides not to purchase.

    A month later he comes back to your site. During this time you've been rotating your 2 bonuses (or more, it doesn't matter really) every handful of days, but as luck would have it when Joe comes back he sees Version A of your site offering Bonus X again.

    In Joe's mind, the instant he sees this, you're a liar and a scammer.
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    • Profile picture of the author Alex Cohen
      Originally Posted by dsiomtw View Post

      ^^^^ Here's my problem with this, which is the problem I'm trying to solve...

      Say Joe comes to your website today and sees Version A. He sees that you're offering Bonus X for just the next 2 days, but decides not to purchase.

      A month later he comes back to your site. During this time you've been rotating your 2 bonuses (or more, it doesn't matter really) every handful of days, but as luck would have it when Joe comes back he sees Version A of your site offering Bonus X again.

      In Joe's mind, the instant he sees this, you're a liar and a scammer.
      Who cares what "Joe" thinks?

      You'll make more sales using scarcity than if you don't use scarcity but keep "Joe" thinking good thoughts about you.

      Alex
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  • Profile picture of the author Eddie Spangler
    Its just marketing man, you are overthinking this.

    Maybe this is how you think but most people are not thinking like this.
    If its a limited time offer and they miss out and you offer it again later you havent deceived them, you have done them a favor, unless what you have is not worth it in the first place.
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  • Profile picture of the author dsiomtw
    ^^^ I'm guessing you haven't been marketing online for long. What I described above is EXACTLY what happens. Try it and you'll find out.
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