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You’ve seen it before—“Only 2 spots left!” But it’s for an online course with infinite availability. Or maybe a countdown timer that magically resets when it hits zero.

If that makes you roll your eyes and question the brand, you’re not alone. Today, we’re diving into the ick of false scarcity—the fake limits and FOMO overload that make people feel pressured to buy now, or else.

We’ll talk about why it works for a hot minute but hurts your business in the long run, and how to create genuine demand without the scammy vibes.

Are you ready to skip the ick?

Let’s start with what false scarcity actually looks like:

It’s the classic “we want what we can’t have” game, and here’s why it works.

Our brains are wired to value things that seem scarce. This is called the scarcity principle—when something feels hard to get, it automatically becomes more valuable. It’s why people will pay insane prices for vintage sneakers or fight over limited-edition drops.

Then there’s action bias. When you feel pressured, your brain goes into “do something—anything!” mode. Even if logic says, “You don’t need this,” your emotions say, “Better grab it before it’s gone.”

And finally, tie in loss aversion. We hate losing out more than we love gaining something. Fake scarcity plays into that fear—“if you don’t buy this right now, you’re going to miss out forever.”

This triple doozy of manipulation is almost impossible for our brains to resist.

So, what’s the downside of fake scarcity?

Well, here’s the thing: every time you slap “limited time” on something that isn’t, you’re chipping away at trust. Remember the boy who cried wolf? It’s that but with your marketing.

And the damage doesn’t stop with your availability — your audience can start questioning everything: are your testimonials real? Is your expertise solid? Suddenly, your whole brand feels shaky.

Then there’s the regret factor. We’ve all been there, right? You panic-buy something—maybe it’s an overpriced sweater or an impossible-to-break gym membership—and then wake up the next day thinking, “Why the hell did I do that?”

That kind of regret doesn’t make people loyal—it makes them mad at themselves and you. And resentful clients don’t come back for round two.

So, how do we create urgency that works and feels good? Because let’s be honest—urgency isn’t a bad thing. You do have limited availability, you want to help people, and, you’ve got bills to pay.

But the goal isn’t to pressure anyone into a regret buy.  It’s about building excitement and showing real scarcity instead of manufactured pressure.

Here’s how:

  1. Be real about your capacity. Say something like, “I’m booking for March” or “I only work with one client at a time to give you my full focus.” It’s honest while showing you’re in demand.
  2. Focus on the perks of acting now, not the fear of missing out. For example, saying ‘Sign up today to get an extra 60-minute one-on-one support session’ instead of ‘Sign up or miss out forever!’ It’s way less dramatic and actually gives people a reason to act.
  3. Tell people why timing matters. Like, “If you want your event catered seamlessly, book two months ahead so I can confirm staffing and finalize the menu.” It’s clear, actionable, and tied to a concrete goal.

When your urgency is real, it doesn’t just get people to act – it builds trust. You’re giving people a nudge, not a shove. By being upfront about timelines and availability, you help your audience make confident decisions instead of rushing into something they might regret later.

So, the next time you’re tempted to slap a countdown timer on your sales page, ask yourself: Is this genuinely urgent or am I just piling on the pressure? Because remember, marketing that feels good works even better.

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