Creating the illusion of scarcity appears to be a time-honored marketing technique.
My issue with the idea of creating this illusion of scarcity is that this attitude can seep into all parts of our lives, from career to relationships, especially of course to our relationship with money.
The most extreme example of this in American society is people who prepare themselves for some sort of catastrophic event, these people are usually called Preppers. The whole idea is that they need to stockpile food, water, and weapons (to defend their stockpile from others) because these things will be scarce and valuable during a post-apocalyptic event.
Personally, I would not want to live in such a world but this attitude already exists in society anyway, just to a lesser degree.
I recently read Diamondis and Kotler's book on Abundance and this is the reality I would rather choose to live in.
A society where things are getting better, access is greater than ever before and abundance, not scarcity is the rule. I don't want to sell scarcity to anyone. If I have to sell something, I do not want to create anxiety in my potential customer or client, how ethical is that for a business practice?
To market from a perspective of abundance increases peoples' sense of generosity. Rather than create anxiety, abundance will create a state of tranquility in people. In my coaching work with my clients, whenever I observe someone who is afraid or upset, many times the origin of this issue has to do with the fear that their resources are finite.
It is my responsibility to discuss this concept of a scarcity mindset versus an abundance mindset. When I notice this shift in mindsets taking place, it is beautiful. My clients become so much calmer and engaged with their lives. A scarcity mindset simply does not have room for either calmness or engagement.
To any business professionals or marketers reading this blog post, please also consider a change in your selling mindset.
Find a way to sell your product or brand through abundance rather than scarcity.
Too many businesses already sell through the use of scarcity, dare to be different and spread some tranquility rather than anxiety throughout the world.
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