Let’s talk about something we all love to hate: those clever marketing tricks that somehow get us to click “Buy Now” faster than our morning caffeine kicks in. I mean, who hasn’t panicked at the sight of a ticking timer on a checkout page, convincing themselves they NEED that window breaker for the car from TikTok Shop like RIGHT NOW? (No? Just me? Because I definitely bought two of these last month.)
If you’re not watching the Adventures with Purpose divers, what are you even doing with your free time?
But here’s the thing about scarcity and urgency: it works!
Like, it REALLY works. As much as it might feel like manipulation, it’s more like giving your customers the gentle nudge they didn’t know they needed.
They tap into FOMO (Fear of Missing Out), which is practically hardwired into our brains. From limited-time discounts to “only 2 left in stock” alerts, these tactics light a fire under your customers and make them act fast. It’s not just about selling stuff; it’s about building urgency in a way that feels genuine and helpful to your audience.
When the window breaker guys said, “Winter is coming up, a time when cars in the midwest are more likely to accidentally skid off the road into rivers or retaining ponds…and because we know that, this window breaker is on sale for the next 24 hours so you can be prepared…” they reinforced the need for a solution I already knew I had, but was taking too long to make a decision about buying.
Because of their gentle nudge, now my new teen driver, and my husband, are driving around with window breakers and I feel a little better about their safety.
Here are a few scarcity and urgency tactics that have worked wonders for me (or uh, maybe ON me in the case of the window breaker!):
- Countdown Timers Whether it’s a flash sale or a special promo, a timer on your site or emails can seriously ramp up urgency. It’s like saying, “Hey, no pressure… but also, don’t snooze on this!”
- Limited Inventory Notifications Those “Only 3 left in stock!” messages? They work like a charm. Just be careful not to overdo it—it’s all about authenticity, not scaring your customers off.
- Exclusive Access Make your offers feel special. Early bird pricing for email subscribers, limited-edition drops—these build loyalty while boosting your bottom line.
- Seasonal Promotions Tie your deals to holidays or special events. (Valentine’s Day flash sale, anyone?) People love a reason to treat themselves.
And here’s the kicker: scarcity doesn’t just help you sell; it helps your customers make decisions they’ll feel good about. No one likes lingering in “Should I buy this?” limbo. A little urgency can make all the difference.
So, next time you’re planning a sale or promo, don’t shy away from sprinkling in a little scarcity. It’s not about being pushy, it’s about giving your audience the nudge they need to take action—and love what they find when they do.
Now, go forth and create that FOMO magic. 💪 And if you have a killer scarcity tactic that’s worked for you, drop it in the comments—I’d love to hear it!
Happy selling!
Angie Meeker
General Manager, OptinMonster
Unleashed…
I’ve spent more than two decades helping small businesses grow—whether it’s scaling multi-million-dollar companies or teaching first time business owners how to market smarter. In those 20+ years, I’ve seen firsthand what works (and what doesn’t).
Consider this column our private group chat – a place for me to share what’s on my mind, what I’m excited about here at OptinMonster and in our industry, and what I’d like to learn from you!
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