“Act now!”
“While supplies last!”
“Only 3 items left in stock.”
“Lightning deal. Today only!”
“Only 2 hours, 34 minutes, and 20 seconds left to reserve your spot.”
“You must complete this form and click Purchase within 90 seconds, 89 seconds, ...”
Breathless pronouncements of dwindling time and dwindling supplies dominate everyday marketing messages.
Why? Scarcity is one of the most effective sales tools there is. It’s one of the big six (along with reciprocity, commitment/consistency, social proof, authority, and liking) identified by Robert Cialdini in his classic book, Influence: The Psychology of Persuasion.
Marketers manufacture fake scarcity to convince people to buy. The bottom line: FOMO drives sales.
The next time you’re with the kids shopping in a store, browsing online, or watching commercials, see how many examples of scarcity marketing you can identify together. How many are legitimate? How many are a stretch? How many are completely absurd? Limited supply on a digital download? Really?
The more your kids can understand, identify, and even mock classic manipulative sales tactics like scarcity, the easier it will be for them to resist their lure.
So hurry! Time is running out! Educate your kids about scarcity marketing tactics now before it’s too late!
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