The Idea

Scarcity is what happens when there is less supply of something than there is demand. It’s a big part of what makes thing valuable and can be used to improve conversions.

Some classic ways you can create a sense of urgency:

  • “Only 2 left in stock!”
  • “100 spots will be available, 70% booked”
  • “Only 20 tickets left for the grand prize”

This gives people the sense that:

  1. whatever is on offer must be good (social proof)
  2. if they don’t act soon, it will all be gone.

You can incorporate this tactic in your advertisements and promotions. Just don’t lie – you could run into legal issues with serious fines/penalties and customers hate being lied to. Simply limit whatever it is that’s on offer and advertise it that way.


  • Ease: Easy
  • Cost: Free
  • Scope: Medium
  • Speed: Quick
  • Reach: Global