Limited Availability: A Tried And True Marketing Strategy.

Consumers do not want to miss out on a great deal, an opportunity that may not recur, a chance for a real bargain or an opportunity to get something they really want that has a limited availability.

I stood in line in at the Apple store in Manhattan when the iPad was first released, and purchased mine at 2:00 am. I was among hundreds of others wanting to get this item, hoping not to be shut out because none were left. “Limited inventory” got me to act.

My wife loves to shop on the day after Thanksgiving, a.k.a “Black Friday” because she will get bargains unavailable any other time, or so she believes. Thus, she will get up early and stand in lines to reap the benefits.

We all know how fast-food chains like McDonald’s, Burger King and Wendy’s bring back previously successful sandwich specials for a limited period of time which excites the market and spikes the sales. Customers are inspired to purchase a favorite because it will be available for a limited time only.

Only 100 available.

…for a limited time only.

…until the end of the month.

…the first one hundred customers.

This works. People do not want to miss out on a deal or an opportunity and when confronted with the possibility of missing out, desire to get in on the action and attain the goal item is increased.

One caveat: make it real. You can create any rules you want but if it is unbelievable, too incredible, it will be viewed as a scam and will alienate the public rather than attract them. So, be real when you do this. Follow the game plan and demonstrate integrity and the plan will work.

Scarcity inspires action. Try it.