How To Use Scarcity To Improve Your Web Marketing

Are Things That Are Scarce More Valuable?

January 17, 2012

How To Use Scarcity To Improve Your Web Marketing

By Rich Brooks

Things that are scarce are perceived as more valuable than things that are plentiful. How can you use this to improve your web marketing and social media?

In the final tenet of Robert Cialdini's Influence: The Psychology of Persuasion, he examines scarcity.

Like reciprocity, commitment & consistency, social proof, liking and authority before it, scarcity has an undue influence on us due to our desire for shortcuts.

We have been trained that things that are rarer have more value than things that are common. Therefore, to make things appear to have more value, marketers can promote or even fake the scarcity of an object or information.

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