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NeuroTactic Overview

Scarcity

When a resource is limited, its value increases

SUMMARY:

The more limited something is, the more we desire it. This is a core economic pillar and the basis of supply and demand. If the demand for a product stays the same and supply decreases, the price increases. 

This economic application is just one example of how scarcity can be applied in the marketing world. There are four primary ways to incorporate scarcity into your marketing and products: time, money, exclusivity, and availability.

Limited time offers are one way to incorporate time and money scarcity into your promotions (this is a tried-and-true strategy of direct response marketing). Limited edition versions of products are one way of fostering scarcity in availability, and VIP clubs are using scarcity of access (exclusivity) as a way to boost membership.

Primary Source:

Worchel, Lee & Adewole (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology

Dream Category:

Desire

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Decision, Action
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

Get The Book:

Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.