Table of Contents

About Author

Chapter One – Introduction to Scarcity Marketing

Chapter Two – Scarcity Marketing Tools

Chapter Three – Design Your Scarce Product

Chapter Four – Define Your Sales Pitch

Chapter Five – Create Urgency in Your Email Subject

Chapter Six – The Results of a Scarcity Campaign

Chapter Seven – One Scarcity Campaign Tip for the Road

Chapter Eight – Get the Bonus Content

About Author

Steve Mooar is a management consultant by day and growth hacker by night. He has worked with numerous small and medium sized businesses over 20+ years with marketing projects completed in:

• Consumer Products

• Publishing

• Professional Services

• Retail

• Travel & Hospitality

• Many More

To reach Steve or give us feedback on this book, email us at ebook@ScarcityCampaign.com

Chapter One – Introduction to Scarcity Marketing

Scarcity [skari-si-tee]

1.Insufficiency or shortness of supply; dearth
2.Rarity; infrequency.

The concept of the scarcity of a product driving demand is not new. Any parent has learned the hard way at Christmas time that there are always key toys on the Santa list that just do not seem to be available. I remember trying to hunt down toys based on Disney's Frozen a few years back and hitting road blocks at toy stores and mass retailers. Searching Amazon and eBay showed pricing climbing higher and higher.

The problem with the Christmas example is the manufacturer and Disney are not benefiting from the demand. The people benefiting are those that were able to get their hands on the products and sell through channels like eBay that allow for a price higher than retail. Further, supply coming after the season for products in demand will have some value but the sales opportunity is lost.

Unlike, the Christmas example, using the Scarcity Marketing Campaign model allows one to control both the supply side and demand side. At a very high level, the Scarcity Marketing Campaign creates a perceived sense of urgency by implying that a product or service is in limited supply.

There is a psychological effect that can be triggered by creating a sense of urgency in your sales pitch. If your customer feels they are on a deadline they are more likely to react to a call-to-action. Basically, your Scarcity Marketing Campaign is creating demand.

There are easy tweaks you can make to your email subject and copy to trigger the sense of urgency. In fact, you can skip right to step 3 of the Scarcity Marketing Champaign Approach, “Create Urgency in Your Email Subjects". Follow this step and start doing exactly that and trigger a sense of urgency for your existing marketing campaigns. However, this book is about applying the Scarcity Marketing Campaign Approach to your entire sales funnel. The result is the creation of a marketing campaign that will really move the needle.

With these 4 tools in place, you just follow three easy steps to create a Scarcity Marketing Campaign:

Step 1 – Designing your scarce product
Step 2 – Define your sales pitch
Step 3 – Create an email that converts

Chapter Two – Scarcity Marketing Tools

One of the added bonuses of following the Scarcity Marketing Campaign Approach is that it probably fits into your existing sales process right out of the box. You can start using this approach with a very basic sales funnel. Plus, the tools you need to complete campaigns in this approach you probably already have.

Does this sound familiar? You send an email with some copy and a link to your website. The link is referred to as a call-to-action (CTA). The email subscriber clicks on the link and is taken to a sales page for your product or service. The sale page also has a CTA to buy your product or sign up for your service. You do the same with social media and in the above example, you just replace email with a Tweet or Facebook post.

This is the 3 basic steps of the sales funnel we will be using to implement the Scarcity Marketing Campaign Approach. To clarify, here are the 3 basic steps in our sales funnel:

Step 1 – The Scarcity Marketing Campaign is kicked off with an email and social media posts that create a sense of urgency and include CTA's.
Step 2 – The customer responds to the CTA in the email or social media and ends up on your sales page on your website. The sales page steps up the level of urgency.
Step 3 – On your sales page, the user clicks on the CTA and adds your product to their cart and completes their purchase.

Yes, this is very basic product sales funnel, but it gets results...