"Last chance to register!"

How often have you seen a call like this asking you to register for an event? Dozens and dozens.

This is one of the most common marketing techniques based on scarcity - a psychological phenomenon that impacts our decisions a lot.

Yet - here's the twist - because it's so popular, many marketers think they know everything about it. Scarcity is powerful, but like so many things in science, you've got to get the details right to leverage its full potential.

If you're curious about scarcity, you're in luck, because on this episode I'm talking with Mindy Weinstein, PhD, Founder of the marketing firm Market MindShift and author of "The Power of Scarcity: Leveraging Urgency and Demand to Influence Customer Decisions" book.

We discuss what scarcity really is; four types of scarcity (and which one is the best for event marketing); how the effectiveness of your scarcity-based messaging depends on knowing your audience well, and Mindy shares some great examples from her experience at events as well as ideas to boost your scarcity game.

Resources:

LinkedIn:  https://www.linkedin.com/in/mindydweinstein/

The Power of Scarcity book: https://www.amazon.com/Power-Scarcity-Leveraging-Influence-Decisions/dp/1264278233/ Psychology Today: https://www.psychologytoday.com/us

Influence by Dr Cialdini: https://www.harpercollins.com/products/influence-robert-b-cialdini?variant=41036600639522

Event Psychology Lab online course: https://eventpsychology.thinkific.com

Resources and community: https://eventpsychology.gumroad.com/

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