If you’re like me, you’re subscribed to numerous email newsletters. Most of mine are of the sales and marketing flavor from the big “guru” type industry leaders.
No, not because I buy into every continuity program or product but to pull the curtains back on other email marketers’ campaigns.
If you have subscribed to a few you’re also likely to be familiar with their big, fancy product launches that span a week at a time.
Tons of hype.
Lots of bonuses offered.
Plenty of other affiliates jumping on board cleverly advertising the same product.
Inevitably you receive the grand email stating “100 spots available/closing on Thursday” during the product launch. Cool, 100 spots makes sense right? The creator(s) of the product want to work with a manageable group of people and the scarcity of 100 spots or “ends close of day Thursday” helps create a sense of urgency.
Scarcity, in the case of product or service supply, simply means that there’s a limited amount of resources available to meet demand. Bottom line, after the 100 spots are filled you’re S.O.L.
But how does it make you feel when the scarcity is disingenuous?
Use Real Scarcity
There’s no denying that scarcity helps generate sales. It’s also a great way to keep your buying community small so you may focus great customer service to the limited “seats” in your program. This marketing method is all well and good as long as you keep it real.
When I’m observing a product launch and I see the “closing enrollment on Thursday” email, I expect the product creator to be running an ethical business. To that end, they should stop selling seats after Thursday. That’s reasonable considering they sent emails reminding me for two days that the clock is ticking and “here’s-your-bonus-if-you-act-now.”
But how many times have you seen:
A) a number like “100″ remain live on a web page without changing or
B) another email go out stating “we’ve opened the doors for one more day…”
The laughable part is when the scarcity snakes hiss out yet another message announcing their program is extended a second day. Get real. If you’re going to build a sustainable business then keep your word. Be transparent. Build your case, state your offer, then follow through and accept what you get.
Have You Seen the Snake?
It’s unlikely you’ve never seen the scarcity snake. He may even be slithering in your Inbox as we speak. Do you unsubscribe from these marketers’ lists or do you stay on board unaffected by the feigned scarcity?