The marketing strategies rely on the help of mental triggers to get good results from consumers. And the scarcity trigger is, without a doubt, one of the most triggered and known.
Its success is due to the great power of persuasion that is exerted on the lead in its purchase journey, which can be through the feeling of loss. You may not yet know much about the mental trigger of scarcity, but it sure can be a great way to increase your sales.
So, if you want to improve your results, check out this content that will teach you what it is and how to use this powerful trigger.
What are mental triggers?
Before we talk specifically about the scarcity trigger, you need to understand what mental triggers are. After all, a lot of people have heard about it, but not all people know what they are.
This strategy consists of stimuli that the human brain receives and that unconsciously influence the individual’s decision-making. They are present from a simple decision on what to eat to the purchase of one product over another.
These stimuli are so subtle that we don’t even realize we’re being influenced. This is due to neuromarketing that brings together biology, marketing and other sciences to persuade the consumer. See more about it here:
These stimuli are totally related to cultural and social aspects and to the person’s basic needs, which means that there are mental triggers that can be common among members of the same social group.
To get good results, the marketing of a business seeks to persuade decision-making in the buying journey through the use of mental triggers. Specialists seek to understand consumer behaviours, feelings, tastes and preferences, in addition to understanding what drives them to buy, in order to effectively address them.
What is the scarcity mental trigger?
The scarcity mental trigger is associated with the feeling of loss on the part of your persona, that is, the fear that this person has to be without a certain product or service. Therefore, it guides you to much quicker and more immediate decision-making.
Some examples of using this trigger are:
- Last unit;
- Few items in stock;
- Only the first 10 customers will win the bonus.
Thus, when faced with them, the consumer immediately makes the purchase so as not to run out of his own, as he acts by survival instinct.
Furthermore, it is noteworthy that the audience tends to value the item in question much more since it is something scarce – and we know that scarce goods are unconsciously more valued.
A good illustration of this situation is the initial moment of the COVID-19 pandemic, in the first months of 2020.
Brazilians were so afraid that supermarkets would close and that there would be a shortage of products, that they purchased a gigantic amount of items, such as toilet paper and alcohol, culminating even in the lack of some of them due to excessive purchases.
It is worth noting that it is possible to deal with scarcity in other situations besides the sale of products and services and the granting of bonuses, which have already been mentioned here. In launches and events, for example, they can also be addressed.
It’s important not to confuse the mental trigger of scarcity with urgency. Although they are very similar, precisely because of the immediacy they disseminate, urgency is more related to time, such as “promotion only until tomorrow” or “it’s only today”.
How to fully apply the scarcity trigger?
Now that you know what scarcity mental trigger is, it’s time to start applying it to your business. However, its use cannot be indiscriminate, irresponsible and much less a liar. But what do we mean by this?
When creating a campaign, it may happen that you exaggerate or lie when applying the scarcity trigger. For example, announcing that inventory is running out when there are still too many products.
In addition to being unethical, this practice can be discovered by the consumer, especially in the digital age we live in, in which news spreads quickly. This will affect your brand’s reputation.
Furthermore, there is a possibility of losing your company’s credibility and, consequently, your customers. Therefore, you need to use the scarcity trigger in a complete, real and discriminated way in order to generate feasible opportunities for your audience.
Scarcity Trigger Application Examples
Check out some application examples so that you can use it effectively in your digital business, at all stages, from launch to sale or even in the production of an event.
Amazon’s website, in its ad, shows that there are only two notebooks of a particular model in stock. This is a good example of product shortages.
If the consumer really wants to have this computer but is still in doubt because he doesn’t even need it at the moment, surely this item limitation will make him make a decision as soon as possible.
Scarcity Trigger Example _Amazon
On travel agency websites, it is also very common to see the trigger for scarcity, whether referring to the flight — when it says “last seats” — or to accommodation, as is the case in the example below that presents the warning: “last 4 rooms”.
Scarcity Trigger Example _Take off
Vacancies in any course, lecture, webinar or any other event can also be advertised with the scarcity trigger.
By limiting the number of people who can participate, your potential audience will register faster so they don’t run the risk of being left out of the event.
_Sebrae Scarcity Trigger Example
So, now that you’ve managed to learn once and for all that scarcity triggers are, have you thought about how to apply it to your business to get good results?
Always remember that the most important thing is to use them in a complete, clean and real way with your audience!