The Importance of Scarcity in Your Copy
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But you saw what I did there, right? I demonstrated the element of scarcity.
Every good sales letter has scarcity attached to their sales letter after bathing their audience with benefits on top of benefits. Without scarcity, people will feel like they can always come back and buy your product later…!
They must buy your product now, or else you’ll run out of inventory, or that amazing deal will be gone forever, or they’ll miss out on a once-in-a-lifetime opportunity…At least that’s what you WANT them to think.
Battle Against The Trap Of Human Inertia
When you’re writing an ad, you’re not just writing an average ad, no… You’re creating a salesman on paper that has the potential to duplicate itself in the form of sales letters, brochures, emails and video scripts. With this in mind, you have to pretend that you’re creating the most persuasive, most effective salesman ever, which comes with the best sales qualities…
Now what kind of salesmen ends their pitch with a sorry close like, “hey, go ahead and take your time to decide. We have a TON of this product in stock, so you don’t have to worry about missing out anytime soon…”
Unless you are DEAD-set on being broke, this is the LAST thing you want to tell your prospects and customers.
It’s all thanks to what Drew Eric Whitman (AKA Dr. Direct) calls “Human Inertia.” Inertia by definition is the object’s resistance to any change in its current state of position or motion. That’s why you don’t fall out of a rollercoaster when you’re shooting up a loop at full-speed, upside-down.
When it comes to us humans, have you ever tried getting out of bed to go to work at 3:00 in the morning? Or get off the couch to grab something from the kitchen while watching an episode of Breaking Bad? The struggle has never been so real…
The only way to interrupt this trance of human inertia is to encourage people to take action NOW. You can’t seem to break away from the season finale of Walking Dead until you smell that your pizza is burning in the oven, right? You’d take action NOW before your house burns down! Same thing goes with marketing and advertising.
When you make it CLEAR that they have to act NOW or else they’ll miss out on some sick opportunity, they will go out of their way to take action. And that’s what you need to do if you want to make some serious sales.
We All Want What We Can’t Have
Try telling someone that they can’t have something and see what happens…
This is why people go absolutely berserk on Black Friday. People get in the most violent fist-fights over dirt-cheap deals on products they otherwise could never afford.
Meanwhile, this same idea will explain why lines of people will wrap around stores just to get their hands on the newest iPhone or pair of Jordans. They want to be the first to possess these things out of fear that somebody else might take them.
We want what we can’t have. And many times, we don’t even know what we want until we see someone else who has it.
By adding scarcity to your product, you are creating a demand for your product or service. When you add a closing window of opportunity to your offer, those who really want it aren’t going to take the chance of letting your product pass by!
That’s why it’s incredibly important to utilize scarcity in EVERYTHING you sell!
For more information on how to take your business content to the next level, check out JD Copywriting.com.