¿Cómo puedes crear un sentido de urgencia y escasez con la prueba social?

Social proof is looking to others for direction when we are unsure of what to do in a situation. To amplify social proof, not only show how many other people are purchasing your product or services, but show SIMILAR others. If I am a small business and looking to purchase your services, show me other small businesses that have used the service in the past and been successful. You may think there is more merit to showing BIG names that you have worked with - not so. The customer will be more motivated by companies just like them that you have helped become successful.

Create a sense of urgency and scarcity by showcasing real-time social proof, such as live updates on limited stock or high demand. Highlight customer testimonials and reviews that emphasize how quickly others are acting. Use time-sensitive offers or limited availability announcements to prompt immediate action. By demonstrating that others are already making decisions and taking advantage of opportunities, you encourage potential customers to act quickly and not miss out.

There are about 6 distinct type of social norms and social proof: 1. Descriptive norm : the number or percentage of people actually showing the target behavior. 2. Injunctive/subjective norm: the number or percentage of people that think/believe the target behavior should manifest 'in general' 3. Peer pressure: strongly (verbally or non-verbally) communicating either the injunctive or descriptive norm towards an individual or subgroup for a short period of time. 4. Dynamic norm: describes a movement, growth in number of people showing target behavior 5. Local norm: emphasizes what people in the direct environment / vicinity are doing (descriptive) 6. Expert/celebrity proof: portrays the recommendation of multiple experts or celebrities

Urgency and scarcity (like social proof) can only be used if the variables are actually manifest (actual and ethical limitation in availability, unicity, price or attainability). You should inspect every situation to determine if urgency, scarcity and/or social proof can actually be used without being deceitful. This is also the best way to help your target audience engage in behavior that's beneficial for both themselves and you. Actually, urgency is a feeling the results from the combination of scarcity and social proof (also called 'competition')

Urgency & scarcity creates a FOMO of losing the product benefits/ limited product supply in the prospect's mind, which will further push them to act quickly.

Experts amplify the scarcity principle with information that contains social proof. Just because something (e.g. a product) is only available for a limited time or in a limited quantity does not make it more attractive per se. Social proof increases the attractiveness of an option because others have opted for the same product. If a product is now scarce (e.g. a limited edition), customers are competing against each other for access to this product and may be afraid to forego the alternative. This fear can strongly trigger a purchase action.

To combine social proof with urgency and scarcity, showcase testimonials or user reviews highlighting the popularity or positive experiences with your product or service. Create a sense of urgency by placing a limited time offer or a countdown timer on your website or promotional materials. Incorporate scarcity by emphasizing limited stock or availability, creating a fear of missing out among customers. By leveraging social proof along with urgency and scarcity tactics, you can drive conversions and create a sense of demand and exclusivity for your offerings.

Scarcity is not just limited supply/availability. Unique features is also scarcity. By showcasing reviews and testimonials of past clients that highlight their enjoyment of your unique features, you will have scarcity and social proof working together. You actually have to be careful with limited time offers; if there is no genuine reason for it, it will damage your credibility and trust for future interactions. How many of us still believe the ‘50% off mattresses this week only’-offers that seem to happen every 2 months? And what is your feeling of trustworthiness about those stores? Useful?

Talking about what similar and many others are doing with your products combined with mentioning the product benefits and features the prospect will lose by not choosing your product.

Scarcity (FOMO) is extremely powerful. It is part of our evolution - our survival. If the scarcity is true, share it. You may run out of a product on your website or in your store and, like most, will list the product as "out of stock". This doesn't convey that the item is not available due to consumer demand. It simply states that you don't have the product right now. Instead, say "Sold Out". This will make people want your product even more because it adds an element of competition for your product.

If your reason for a limited time offer is fabricated or you’re increasing prices to discount them, then you’re getting in unethical territory. Research shows unethical use of persuasion does not bring long-term positive outcomes. Once people have been trained by you to wait for your sales, you’re likely somewhere you don’t want to be. There are so many other ways to use ethical persuasion to your advantage, other than temporary discounts. Master them and see what happens.

Scarcity can also be used by offering limited edition products or services. This can be based on time or quantity. This form of scarcity is incredibly powerful.

Overdoing can actually mean a few things: - Exaggerating scarcity. This is basically telling a lie and therefore manipulative and unethical. If the lie comes out it will backfire, causing severe brand damage. - Frequency. If you are always using scarcity / social proof your credibility might suffer. Especially when using dynamic social proof, because an implied future growth harder fdsfto label als 'manipulative' or 'unethical' - when communication urgency too ofte, your audience could get fatigued or rushing to the target behavior every time. Any of these will cause a target audience to develop 'reactance', psychological resistance to any attempt to reduce freedom of choice. Thereby effective corrupting your own communication strategy.

Some qualitative research might give you extra insights into the actual decision point. Sometimes after A/B testing a sample randomized group we will randomly interview 5-10 recipients who converted and 5-10 who didn't. In our interview topics we will then always include questions like "what could have gotten you co behave differently?" and "you didn't click. But what were you considerations when you hesitated?" In our experience this provides richer answers than a questionnaire would, providing valuable new insights to construct new hypotheses from.f

Don't manipulate. Don't lie. Influence behavior in a direction that's mutually beneficial. Sometimes the way scarcity and social proof are framed can also makes a difference. In my experience it's more effective to frame it as a reassurance/service message when the target behavior raises doubts or fears (don't worry, hundreds of people buy this every day) and as a more persuasive message when the target behavior is relatively risk-free (buying products, going to the gy, booking a hotel etc)