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AndrewNC

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<div class="bbWrapper">Why is the concept of <span style="color: #ff0000"><span style="font-size: 26px"><b>scarcity </b></span></span>so effective for <b><i>increasing your conversions</i> </b>when it comes to making a sale?<br /> <b><br /> And why do so many people make this<u> <i><span style="color: #ff4d4d">one fatal mistake</span></i></u>, which makes it utterly ineffective?<br /> </b><br /> Both are great questions, and in order to understand the answers that will follow, let me tell you a fun way I choose to learn about marketing psychology.<br /> <br /> <b>The tribal brain.</b><br /> <br /> 10,000 years...100,000 years ago when we were animals living in the wild.<br /> <br /> This is where all of our deeply rooted behaviors still originate from, despite being logical creatures.<br /> <br /> Today, after a small blip on the infinite cosmic radar, we are now animals living in houses.<br /> <br /> Our behaviors are still the same.<br /> <br /> When we were animals living in the wild, food was scarce. Our brain is programmed to keep us alive and we turn into wild, dangerous animals, fighting for those scarce resources.<br /> <br /> When a person sees something they want, and the resources for it are scarce, a switch flips in their brain, turning them into that dangerous animal, who will KILL to get that last piece of food.<br /> <br /> <a href="https://www.thefastlaneforum.com/community/attachments/upload_2015-12-13_10-19-48-webp.11222/" target="_blank"><img src="https://www.thefastlaneforum.com/community/data/attachments/7/7852-d3631b1ff77e99ff800b79149f07aa11.jpg?hash=wHHo3qg-LC" class="bbImage " style="" alt="upload_2015-12-13_10-19-48.webp" title="upload_2015-12-13_10-19-48.webp" width="298" height="200" loading="lazy" /></a><br /> <br /> Yes, black friday is our tribal brain in action, fighting for that last piece of food to keep us alive.<br /> <br /> <b>Our tribal brain sees that Television Set to be the same thing as the last piece of food before the winter comes.<br /> </b><br /> This is <b>why </b>scarcity works....<br /> <br /> Now let me talk about where most people fail in using it...but before I do that, let me show you the right way.<br /> <br /> <b>1) The customer already has to accept the product as something they want to have.</b><br /> <br /> I was at a Honda dealership in Mesa, Arizona (or was it Apache Junction...probably the latter) looking to buy a new car back in 2013.<br /> <br /> I wanted a 2 door Honda Civic at the time, but the only model left was a 4 door (something I realized I didn&#039;t want after the short test drive).<br /> <br /> I had the stereotypical pushy car salesman.<br /> <br /> &quot;This is the last one on our lot, and I have a few other people who made appointments to look at it tonight.&quot; He said.<br /> <br /> &quot;Yeah, no thanks... I&#039;m not that interested&quot;, I replied.<br /> <br /> &quot;Ok, just to make sure you understand....THIS CAR WILL PROBABLY BE GONE TOMORROW.&quot; He said back, not reading my body language, or my direct words that told him I was not interested.<br /> <br /> <b><i>He continued to push the scarcity on something I didn&#039;t want.</i></b><br /> <br /> The lesson learned from this experience - if it&#039;s not something your customer REALLY REALLY wants, it&#039;s too soon to pull out the scarcity card.<br /> <br /> When I first learned this consumer psychology principle, I tried to sell people on the scarcity before they even realized they wanted the product! It didn&#039;t work!<br /> <br /> Make sure to only use scarcity on something people actually want.<br /> <br /> <b>2) Scarcity works when the customer wants the product.<br /> </b><br /> In 2008, when I was looking at apartments for my senior year of college, I found the perfect apartment in downtown Port Jefferson, NY.<br /> <br /> It was a short drive to the college, walking distance to all the popular bars, the waterfront port, all the shops, and it was right next to the volunteer fire department I was a member of at the time. Which means when a call came out on the radio, I was sure to be the first on the truck and get in on the action!!<br /> <br /> A perfect fit.<br /> <br /> &quot;I&#039;ll get back to you later this week&quot;, I said..procrastinating at the time.<br /> <br /> &quot;We have two couples looking at the apartment tomorrow&quot;, the landlord said.<br /> <br /> My roommate said she learned about this &quot;sales trick&quot; in her consumer psychology class last semester, and that the landlord was probably lying in order to push the sale.<br /> <br /> &quot;I don&#039;t care...I want it.... we have to act now.&quot;, I said.<br /> <br /> My roommate agreed. We made sure the money was in the checking accounts that night, we wrote the checks, and called the landlord 5 times that night to make sure we get the deposit to her before we miss out on the deal.<br /> <br /> <b><i>When your customer wants your product, and there is scarcity....it will cause them to go in a panic and act right away</i></b>, just like I frantically drove to the bank ASAP to deposit any money I could to make rent.<br /> <br /> <b>3) REAL scarcity is effective scarcity.<br /> </b><br /> Take the title of this thread for example:<br /> <br /> <span style="font-size: 26px"><span style="color: #ff0000">This Important Message Will Be Taken Down Today | Click Here Now&gt;&gt;</span></span><br /> <br /> The first day, it will most likely get a lot of clicks &quot;Oooo, an important message!? I must read it before it&#039;s gone.&quot;<br /> <ul> <li data-xf-list-type="ul">But then what happens when you see it still up tomorrow?</li> <li data-xf-list-type="ul">And the next day?</li> <li data-xf-list-type="ul">And three weeks later?</li> </ul>The scarcity wore off, and it wasn&#039;t real, and you might feel like getting some buyers remorse. Your customers may feel buyers remorse if you have some fake scarcity going.<br /> <br /> Not only will it lead to unhappy customers: It will lead to potential refunds, negative reviews, ripoff report dot com, you name it. Those reviews don&#039;t go away.<br /> <br /> <b>So in summary, </b>when a customer sees something they already really want, and they see that the resource is scarce, they will go into <i><b>tribal animal mode </b></i>to make that resource theirs, just like it&#039;s the last piece of food before winter.<br /> <br /> But if they see that one last scrap of food, and then a pile of apples hiding behind the tree...that instinct wont kick in..and it won&#039;t work.<br /> <br /> Be real, be authentic, and deliver something that the customer knows they want.<br /> <br /> <b>When you use it the right way, get ready for this...just like MJs Fastlane Summit tickets sold out within an hour.<br /> </b><br /> <div class="bbMediaWrapper" data-media-site-id="youtube" data-media-key="_dIBL4tYQPI"> <div class="bbMediaWrapper-inner"> <iframe src="https://www.youtube.com/embed/_dIBL4tYQPI?wmode=opaque" loading="lazy" width="560" height="315" frameborder="0" allowfullscreen="true"></iframe> </div> </div></div>
 
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<div class="bbWrapper"><b>Now let&#039;s get some discussion going on the topic...</b><br /> <br /> Let&#039;s say you release your product, &quot;Love Potion X&quot; around Valentines day..<br /> <br /> The normal price is $29.95, but for the week before Valentines day, your launch of the product will make it $19.95, a $10 discount.<br /> <br /> People want their love potion for valentines day, and the scarcity is real, and kicks in...they buy it.<br /> <br /> After valentines day, the price goes up.<br /> <br /> <b>But what if....<br /> </b><br /> You run a normal discount later in the year and Love Potion X is on sale for $14.95 (less than the product launch).<br /> <br /> What if the cost eventually becomes less than the initial launch of the product? Is that acceptable?</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 8356" data-quote="AndrewNC" data-source="post: 505929" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=505929" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-505929">AndrewNC said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> In 2008, when I was looking at apartments for my senior year of college, I found the perfect apartment in downtown Port Jefferson, NY. </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> Downport!! Thats where I&#039;m from. You went to Stony Brook?<br /> <br /> And great post</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 8356" data-quote="AndrewNC" data-source="post: 505930" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=505930" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-505930">AndrewNC said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> <b>Now let&#039;s get some discussion going on the topic...</b><br /> <br /> Let&#039;s say you release your product, &quot;Love Potion X&quot; around Valentines day..<br /> <br /> The normal price is $29.95, but for the week before Valentines day, your launch of the product will make it $19.95, a $10 discount.<br /> <br /> People want their love potion for valentines day, and the scarcity is real, and kicks in...they buy it.<br /> <br /> After valentines day, the price goes up.<br /> <br /> <b>But what if....<br /> </b><br /> You run a normal discount later in the year and Love Potion X is on sale for $14.95 (less than the product launch).<br /> <br /> What if the cost eventually becomes less than the initial launch of the product? Is that acceptable? </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote>no?</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 33217" data-quote="juan917" data-source="post: 505931" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=505931" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-505931">juan917 said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Downport!! Thats where I&#039;m from. You went to Stony Brook?<br /> <br /> And great post </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote>Yeah!<br /> <br /> I graduated back in 2009. Lived right on main street my senior year, and up in Belle Terre the year before. Great place!</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 12219" data-quote="jon.a" data-source="post: 505932" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=505932" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-505932">jon.a said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> no? </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote>I agree from my personal view of it.<br /> <br /> The reason I asked, and the flip side of that would be the following argument:<br /> <br /> 1) It&#039;s a reusable product and the people who bought it on valentines day might re-buy on new years, and be happy to get an even better discount then.<br /> <br /> 2) When playstation 4 comes out, playstation 3 becomes cheaper because it&#039;s not new. So maybe the factor of &quot;being the first to get it&quot; could influence the decision.</div>
 
<div class="bbWrapper">Good stuff, to go a bit further.<br /> <br /> Not only with scarcity, but any &quot;weapon of influence&quot; wouldn&#039;t work.<br /> <br /> You CANNOT create a desire in a consumer. If someone is not interested, and does not want a certain product, there&#039;s nothing a salesman or marketer can do to influence you to buy it.<br /> <br /> You can only tap into an <b>existing desire</b>, and channel it towards a product. <br /> <br /> So that salesman trying to push the scarcity on you to buy the 4 door civic, not only would the scarcity not work, nothing would work.</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 26859" data-quote="The Grind" data-source="post: 505935" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=505935" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-505935">The Grind said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Good stuff, to go a bit further.<br /> <br /> Not only with scarcity, but any &quot;weapon of influence&quot; wouldn&#039;t work.<br /> <br /> You CANNOT create a desire in a consumer. If someone is not interested, and does not want a certain product, there&#039;s nothing a salesman or marketer can do to influence you to buy it.<br /> <br /> You can only tap into an <b>existing desire</b>, and channel it towards a product. <br /> <br /> So that salesman trying to push the scarcity on you to buy the 4 door civic, not only would the scarcity not work, nothing would work. </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><b>STOP POSTING ON HERE!!!</b><br /> <br /> You are draining my rep bank as I transfer it all to you!</div>
 
<div class="bbWrapper">Your points on real scarcity are very true and some people don&#039;t realize this.<br /> <br /> I&#039;ve seen some websites with a countdown timer that simply resets over and over again (fake scarcity) and they wonder why customers aren&#039;t rushing to buy.<br /> <br /> The more real the scarcity, the more effective -- Of course assuming you&#039;re targeting the right people to begin with.<br /> <br /> Let&#039;s say you have a sale one year that is supposed to last 24 hours.<br /> <br /> After the 24 hours, STOP THE SALE and do this one thing:<br /> <br /> Inform customers that the sale is over and no more will be sold at this price.<br /> <br /> Next time you run the sale, people will know the scarcity is real.<br /> <br /> People run to black friday because they know it really only lasts one day (except now it seems companies are getting greedy and extending the sale forever) and they are wondering why sales aren&#039;t the same as years before.<br /> <br /> Another important point is to always justify the &quot;reason why&quot;.<br /> <br /> If you don&#039;t have a reason to provide a good deal, people will come to their own conclusions.<br /> <br /> Example:<br /> <br /> This product is 50% off all week long!<br /> Customers possible thoughts - they can&#039;t sell this product, it sucks. its expiring. something is not right.<br /> <br /> This product is 50% off -- for this weekend only -- Celebrating our 50th anniversary.<br /> Customer thoughts - Okay, they&#039;re just celebrating 50th anniversary.<br /> <br /> Be honest and people will appreciate it. People will feel cheated if they thought they got a deal and it was really a fake &quot;tactic&quot;.<br /> <br /> Funny how being honest in the end seems to get the best results.<br /> <br /> Too many people are concerned with &quot;tactics&quot; and not understanding reasoning behind them.</div>
 
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<div class="bbWrapper"><blockquote data-attributes="member: 24331" data-quote="Blue1214" data-source="post: 505940" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=505940" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-505940">Blue1214 said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Your points on real scarcity are very true and some people don&#039;t realize this.<br /> <br /> I&#039;ve seen some websites with a countdown timer that simply resets over and over again (fake scarcity) and they wonder why customers aren&#039;t rushing to buy.<br /> <br /> The more real the scarcity, the more effective -- Of course assuming you&#039;re targeting the right people to begin with.<br /> <br /> Let&#039;s say you have a sale one year that is supposed to last 24 hours.<br /> <br /> After the 24 hours, STOP THE SALE and do this one thing:<br /> <br /> Inform customers that the sale is over and no more will be sold at this price.<br /> <br /> Next time you run the sale, people will know the scarcity is real.<br /> <br /> People run to black friday because they know it really only lasts one day (except now it seems companies are getting greedy and extending the sale forever) and they are wondering why sales aren&#039;t the same as years before.<br /> <br /> Another important point is to always justify the &quot;reason why&quot;.<br /> <br /> If you don&#039;t have a reason to provide a good deal, people will come to their own conclusions.<br /> <br /> Example:<br /> <br /> This product is 50% off all week long!<br /> Customers possible thoughts - they can&#039;t sell this product, it sucks. its expiring. something is not right.<br /> <br /> This product is 50% off -- for this weekend only -- Celebrating our 50th anniversary.<br /> Customer thoughts - Okay, they&#039;re just celebrating 50th anniversary.<br /> <br /> Be honest and people will appreciate it. People will feel cheated if they thought they got a deal and it was really a fake &quot;tactic&quot;.<br /> <br /> Funny how being honest in the end seems to get the best results.<br /> <br /> Too many people are concerned with &quot;tactics&quot; and not understanding reasoning behind them. </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> I remember reading about this. I think in the book Influence with a study about a copy machine and cutting the line.<br /> <br /> &quot;Can I go in front of you to make a copy&quot; had a less success rate than &quot;Can I go in front of you to make a copy BECAUSE...(insert any reason here)&quot;</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 8356" data-quote="AndrewNC" data-source="post: 505966" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=505966" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-505966">AndrewNC said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> I remember reading about this. I think in the book Influence with a study about a copy machine and cutting the line.<br /> <br /> &quot;Can I go in front of you to make a copy&quot; had a less success rate than &quot;Can I go in front of you to make a copy BECAUSE...(insert any reason here)&quot; </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> Indeed, though in that experiment the success rate improved purely by adding &#039;because&#039;, not due to the reason they gave. &quot;Can I go in front of you&quot; had the lowest rate, &quot;because I&#039;m in a rush&quot; and &quot;because I need to make some copies&quot; both had similar rates. The expectation was the valid reason of being in a rush would perform better than the pointless reason of needing to use the machine. For some reason, they found it doesn&#039;t work that way.</div>
 
<div class="bbWrapper">Great post! I may use a bit of scarcity on my free product to see if it forces more downloads to build up the email list a bit quicker. <br /> <br /> Scarcity + free product (must)= more action taken?</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 36122" data-quote="Aaron W" data-source="post: 506013" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=506013" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-506013">Aaron W said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> forces more downloads to build up the email list a bit quicker </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote>I agree with everything else in your post, and I would make a slight adjustment on the part I quoted above.<br /> <br /> Phrase it, and mean it, with the intent of helping them remove the obstacles between what they want an need (AKA do it from the standpoint of giving...not taking), and it will work better.<br /> <br /> I know it sounds mediocre, but if it actually makes 100% of the difference.<br /> <br /> This is one of those lessons I heard a few weeks after I joined this forum in 2011...I brushed it off, knew I was giving people stuff... but one day, three years later, I realized how powerful it is..woke up and said to myself &quot;wow..I wish I actually did it that way 3 years ago!&quot;</div>
 
<div class="bbWrapper"><blockquote data-attributes="member: 8356" data-quote="AndrewNC" data-source="post: 506015" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=506015" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-506015">AndrewNC said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> I agree with everything else in your post, and I would make a slight adjustment on the part I quoted above.<br /> <br /> Phrase it, and mean it, with the intent of helping them remove the obstacles between what they want an need (AKA do it from the standpoint of giving...not taking), and it will work better. </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> Of course! I still need to make the page itself but it will 100% be aimed at giving, helping and providing value to people. I&#039;m already adding a few more things to the actual download just to jam pack it with great content as if it somehow and someway will save the world.</div>
 
<div class="bbWrapper">I have a sale on my site that ends every day. Its limited to unlimited people.<br /> <br /> :embarrased:</div>
 

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