Words that Highlight Urgency
There’s another well-known psychological theory (aside from fear/apprehension) that can be the driving force behind different campaigns:
FOMO (fear of missing out) = somewhat linked to peer pressure
You might see a product and be exposed to its benefits claimed…but think back to the past few purchases you made and honestly ask:
- Was the benefit/s truly what motivated you to buy what you bought?
- Was it more of a case of FOMO?
Many studies: The fear of missing out > the benefit of something being gained
An interesting experiment was conducted in 1975 – where participants were asked to value the cookies in two different jars. One jar had 10 cookies whereas the other had just 2.
All the cookies were exactly the same – but those in the near empty jar were given more value.
Oddly enough, that’s the way we react to items that are scarce. Less in quantity propels us to see something with more value. The thought that we could potentially miss out on that perceived “greater value” is enough to push an audience to make a purchase.
Here are words that can highlight the scarcity of a product/service (and amp up the desire for it):
- Last Chance
- Never again
- Running Out