We all acknowledge that, as items become rarer, they become more valuable. Limited editions, flawed stamps or a double struck coin, for example. In the final chapter of Cialdini’s Influence, the Psychology of Persuasion, he explains why the idea that we may not be able to access a ‘scarce’ item is so powerful that it is one of the key pillars of many successful marketing campaigns

“There aren’t more than five convertibles with this engine left. When they are gone, they’re gone. That’s it – ‘cause we’re not making ‘em any more.

“… there is no telling when we will get more in.

“… there’s only two left and you wouldn’t want the other one!”

How often has our decision to buy been influenced by the thought that another customer looks like they may be interested in it? In shops at SALE time this can end up in physical tussles between competing customers!

Meaning that an offer where there are ‘only 10 places available’ or ‘the first 50 will be sold at only £X’ create very compelling reasons to buy.

Similar to the ‘not many left’ concept is the deadline. The idea that time is running out and we need to act now. Sales of products as the deadline approaches will always peak.

How it works…

Ciladini explains this by referring to ‘psychological reactance theory’, apparently developed by a chap called Jack Brehm. He explains that, as our opportunities – or freedoms – are threatened, our desire to reassert control becomes overwhelming.

So when scarcity Is increased – or the time to access is decreased – we will instinctively react against the interference by wanting the item more than ever before. And one easy way to regain our freedoms and put ourselves back in control s to buy or possess the item under threat.

Diminishing abundance

However, Cialdini also shows us that there are times when the principle works better than others. In an experiment participants were asked to rate biscuits from a jar. When the jar contained just two biscuits, they were consistently rated higher than when there were an abundant 10 biscuits, which would seem to confirm the core principle.

However, when participants were shown the jar of 10 first and this was later replaced by the jar of two, the ratings were consistently higher. It seems that when ‘abundance’ is replaced by ‘scarcity’ – we can see the items disappearing before our eyes – our motivation or desire is considerably more heightened.

It works – so use it!

Whatever the theory, using the principle of scarcity and deadlines works well in marketing. Giving people a reasons to act NOW. Not tomorrow, or next week or sometime in the future … but NOW.

Every call to action should be accompanied by a deadline or by limited numbers available. You are much more likely to get the outcome you were looking for.