“Majority of stock sold!”, “Nearly sold out!” Are you getting nervous by seeing these kind of phrases in advertisements? Do you have the feeling that you have to buy this product? Personally, when I need a product and see this kind of advertisements I want to buy the product immediately. I don't want to run the risk missing out on this fantastic offer. As a marketer I know a lot about the influencing power of advertisements, but why do I still fall for these scarcity appeals?
Current Topic: Advertising
We all know them. The commercials around that time of the year, when the days are short and it’s cold outside. When we have dinner with all of our family, are overloaded with presents and we feel the love (except for your mother in law, maybe). I’m talking about Christmas.
An advertisement has a lot of components you need to think about: size, placement, the tone of voice, the logo, the photo, the offer and much more. It’s mind-boggling. And yet, most advertisements are created on nothing more than a gut feeling, with no scientific background whatsoever. And alas, the effectiveness of an advertisement is mostly measured on their overall click through ratio (CTR). Thus, we don’t really know which components of the advertisement are working well, and which ones need improvement.
Imagine you have just developed your own smashing brand. The story behind it is inspiring; while traveling through Nepal in the summer of 2015, just after the destroying earthquakes took place, you came across some homeless shelters for women. All these women were busy making beanies, hoping tourists would buy them. You decided to help them by creating a brand around it, with a full B Corp Certification.