Scarcity works offline too

18 replies
I'm planning an all-day workshop to teach businesses how to use Facebook. On the flyer I included this line...
This bootcamp includes basic to advanced level use of Facebook as a marketing tool: how-to demonstrations, interactive Q&A sessions, group discussion, and hands-on help. Workshop is strictly limited to 12 attendees to ensure individualized attention for each participant.
So someone called and left me a voicemail, very intent that I call them back ASAP. They wanted to make sure they got their spot, since it was limited to 12 people! (Yes I still had plenty of room, but didn't indicate to them when I called back how many spots were left. Just that they got in, in the nick of time!)

#offline #scarcity #works
  • Profile picture of the author David Miller
    Excellent idea! I wish you standing room only!
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  • Profile picture of the author Dexx
    Scarcity works on humans...period.

    It's a psychological trigger along with social proof, reason why, etc.

    If you're interested in improving your marketing abilities you may want to read this book: Amazon.com: Influence: The Psychology of...Amazon.com: Influence: The Psychology of...
    Cheers,

    ~Dexx
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  • Profile picture of the author Nathan Alexander
    If I may ask, did you just put them up "around town" or go into businesses as well? Speaking is an incredibly lucrative way to earn business. I love hearing about other people and how they do it.
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    • Profile picture of the author sandrasims
      Originally Posted by Nathan Alexander View Post

      If I may ask, did you just put them up "around town" or go into businesses as well? Speaking is an incredibly lucrative way to earn business. I love hearing about other people and how they do it.
      I started with people in my personal and professional network. So I emailed out a flyer to about a half dozen people that I thought might be interested. One of my friends is in advertising and has good business contacts around town. She told one of her clients (a bank) about it. They were the ones that called worried that they'd lose out.

      Next I'm going to do do some Facebook ads.

      You can see how I'm promoting it on my website here.

      It will just be me leading and I have a friend who used to work for me that will be helping out. If I max out the class (12 people) it will certainly be lucrative.

      By the way, I really don't like public speaking! But I have had several people ask for help with social media. And I can deliver what they need better in a formal presentation / workshop than one-on-one.
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      • Profile picture of the author barbling
        Originally Posted by sandrasims View Post

        I started with people in my personal and professional network. So I emailed out a flyer to about a half dozen people that I thought might be interested. One of my friends is in advertising and has good business contacts around town. She told one of her clients (a bank) about it. They were the ones that called worried that they'd lose out.

        Next I'm going to do do some Facebook ads.

        You can see how I'm promoting it on my website here.

        It will just be me leading and I have a friend who used to work for me that will be helping out. If I max out the class (12 people) it will certainly be lucrative.

        By the way, I really don't like public speaking! But I have had several people ask for help with social media. And I can deliver what they need better in a formal presentation / workshop than one-on-one.
        That is straight-out awesomely magnificent - lots and lots of success to you! I love hearing about such proactive marketing.

        Nicely done indeed!
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        • Profile picture of the author sandrasims
          Originally Posted by barbling View Post

          That is straight-out awesomely magnificent - lots and lots of success to you! I love hearing about such proactive marketing.

          Nicely done indeed!
          Thank you!
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          Sandra Sims

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  • Profile picture of the author Jason Kanigan
    Sounds like you're off to a great start!

    Here's another idea: schedule a date for your next talk. Put it on your website. Then mark it up as SOLD OUT!!
    And visitors should send you their name & email to make sure their spot for the next one is reserved.

    They send you the email.

    You respond with a thank-you.

    A few days later, you email them with Great News! A spot has unexpectedly opened up in the next seminar, and would they like the chance to attend?
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    • Profile picture of the author rushindo
      Originally Posted by kaniganj View Post

      Sounds like you're off to a great start!

      Here's another idea: schedule a date for your next talk. Put it on your website. Then mark it up as SOLD OUT!!
      And visitors should send you their name & email to make sure their spot for the next one is reserved.

      They send you the email.

      You respond with a thank-you.

      A few days later, you email them with Great News! A spot has unexpectedly opened up in the next seminar, and would they like the chance to attend?
      Let me get this straight... you are suggesting she lie to people saying its sold out when its really not, then say a spot magically opened up?

      Wow...
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  • Profile picture of the author Jason Kanigan
    Whether you choose to use a tip or not is up to you. Many IMs and offline marketers use this technique. If it happens not to be for you, that's fine.

    What do you honestly think all those commercials and advertisements that are telling you "Time is running out," "Limited offer only," "Space is limited," "Quantities are limited" and more are doing? What we're talking about here is *public perception*.
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    • Profile picture of the author sandrasims
      Originally Posted by kaniganj View Post

      Whether you choose to use a tip or not is up to you. Many IMs and offline marketers use this technique. If it happens not to be for you, that's fine.

      What do you honestly think all those commercials and advertisements that are telling you "Time is running out," "Limited offer only," "Space is limited," "Quantities are limited" and more are doing? What we're talking about here is *public perception*.
      Good point! This is true on TV infomercials all the time. "Call in the next xx minutes" "only for the next xx callers" etc.

      thanks for the ideas.
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    • Profile picture of the author rushindo
      Originally Posted by kaniganj View Post

      Whether you choose to use a tip or not is up to you. Many IMs and offline marketers use this technique. If it happens not to be for you, that's fine.

      What do you honestly think all those commercials and advertisements that are telling you "Time is running out," "Limited offer only," "Space is limited," "Quantities are limited" and more are doing? What we're talking about here is *public perception*.
      There is a difference between using perception to your advantage and straight up lying. All the examples you gave are completely different than saying something is "sold out" when in reality, it is not.

      And of course some people are lying when they say "Time is running out" or "Limited time only". Does that mean you should just hop in the bandwagon?

      You can use marketing principles without being dishonest, which is only going to hurt you, not help you.
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  • Profile picture of the author Voasi
    We scarcity techniques all the time in closing clients...

    "We're only working with 1 (service provider) in your area..."
    "We're a small, boutique marketing company and we hand-select our clients and we're only looking for one more..."
    "We only have 1 website we're giving away for free today..."

    Humans love to feel special. They love to feel like they're getting a deal. They love to feel apart of a unique, limited group.

    I always try and using scarcity techniques in almost everything we do.
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  • Call me old fashioned, but I prefer not to win customers by cheap tricks.

    I certainly think it's a bit foolish of anyone operating in the field of social media and online marketing to post in open forums anything that they wouldn't want their clients or potential clients to read about them. Advocating conning people into booking by what you may call marketing, but is essentially just lying, is not what I'd want my clients to read about me.

    Genuine use of a scarcity message is (for me at least) a whole different ball game to inventing one and is perfectly sensible and acceptable. That aside, how big a fool will you look if 3 people turn up on a course you said was a sell out, because your scarcity tactic didn't actually work that well?
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    • Profile picture of the author TWalker
      Originally Posted by Dan at The Client Factory View Post

      Call me old fashioned, but I prefer not to win customers by cheap tricks.

      I certainly think it's a bit foolish of anyone operating in the field of social media and online marketing to post in open forums anything that they wouldn't want their clients or potential clients to read about them. Advocating conning people into booking by what you may call marketing, but is essentially just lying, is not what I'd want my clients to read about me....
      You should be clear on who you are adressing. The original poster is doing nothing dishonest. She limited her group to 12 and that was it.

      I do agree though that lying is out, it can only do harm in the long run.
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  • Profile picture of the author poath
    I agree with rush in that fake scarcity will only hurt you, have something that is genuinely scarce will become very powerful as time goes on due to your reputation.
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  • Profile picture of the author Jason Kanigan
    Do what works for you. I didn't invent sold out tactics. However, I did hear about them in a video by Lee McIntyre, a British IM who's making over $1 Million/year and is pretty honest imo. I'd like to make a million a year. And I don't think this tactic is dishonest. It's about perception. And perception IS reality. You are NOT lying about something in regards to the *fulfillment* of your product or services.
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    • Profile picture of the author rushindo
      Originally Posted by kaniganj View Post

      Do what works for you. I didn't invent sold out tactics. However, I did hear about them in a video by Lee McIntyre, a British IM who's making over $1 Million/year and is pretty honest imo. I'd like to make a million a year. And I don't think this tactic is dishonest. It's about perception. And perception IS reality. You are NOT lying about something in regards to the *fulfillment* of your product or services.
      So you are not lying if you say something is sold out when its not, when in fact you haven't sold anything? That IS lying buddy, however you want to "perceive" it.

      You keep saying "do what works for you". My purpose for commenting is not about me. I commented because you are suggesting that someone lie and use incredibly dishonest tactics to generate business, which can hurt anyone who does it. So please stop saying do what works for you.

      There are too many honest methods that work wonderfully suggested by many people on this forum. No need for blatantly lying.

      And again, someone else lying to make money does not justify it at all.

      Edit: Sorry if it seems as though I am attacking you. I am not. I just hate seeing people come on this forum suggesting dishonest tactics like you suggested, wherever you got it from. So it doesn't look like I'm attacking you, I'll stop posting in this thread about this matter.
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  • Profile picture of the author Jason Kanigan
    So when a band does this...says tickets are sold out, and then releases 100 more tickets at very high prices close to the concert date...they're incredibly dishonest?

    Or when a motel booking site says "there are only 2 rooms left", they're dishonest?

    I'm pleased so see such a volatile, emotional reaction on this topic. Proves that we're all alert and involved!

    Dishonesty would be telling a customer that your product or service does something that it does not. Or taking their money and giving them nothing in exchange. Promoting an offer by changing the public's perception of it is not dishonest. Nobody will ever go to jail over sold out tactics. They're simply a part of a marketing toolkit, which you can pick and choose to use from as you like.
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