Friend,

You're not a copywriter if you've never used scarcity in your writing.

It's used by new copywriters right up to the guys at the top.

But is it overused?

Consumers are starting to become a little skeptical of scarcity tactics.

On booking websites everyone knows there's not one room left.

On flights everyone knows there are no limited tickets.

And now on websites, people rarely believe a discount will expire.

The problem?

Too many websites use scarcity to push sales and in the process damage their brand.

They run a "Limited Time" sale on their website only for the same sale to be there the next week.

And when they run discount emails nobody buys because they can get the discount anyway.

I've seen this a lot with brands I work with and honestly, scarcity in a traditional sense has become a little overused.

It's getting to a point where consumers only ever buy when brands offer discounts.

Which is terrible for copywriters.

However, this doesn't mean you can't use scarcity- you just have to reframe how you do.

One great method is by creating a story.

I recently run a campaign for an ecom brand, claiming the intern had ordered too much creatine stock.

The discount was for the additional stock bought.

We ran the campaign and...

Sold out completely.

It was the most creatine they'd ever sold in a single campaign.

Scarcity was used, but it was the story that sold the product.

Another way you can use scarcity is to create a bundle.

Instead of offering a discount on a particular product, create a "Bundle Offer" which works out 20% cheaper than buying the products separately.

This is a great way to quickly boost sales and also introduces customers to a wider range of products.

Then when they go to stock up again, they buy more.

This means better results for you and more money for your clients.

A win-win all round.

So, going back to my question: Is scarcity overused?

Both yes and no.

Copywriters who keep using a quick "10% flash discount" will fail in the long run.

Those who find innovative ways to create scarcity will keep thriving.

You choose which you want to be.

- Copy "Stop Overusing Scarcity" Maverick