Notify the people...

Welcome back to Digital Gravity 🪐

Every Friday, we share strategies to help you grow your business with content marketing and reach ‘critical mass’ in the great online game.

This week, Katie shares some best practices for scarcity and urgency marketing.

Enjoy 👇

 📳 Buzz Buzz Buzz 📳

By Katie Conover

I hate when my phone buzzes or rings or makes any noise whatsoever.

I have every app’s notifications turned off, including Gmail, Google, and Instagram. Don’t bug me!

All my apps are silent, except for… the brand Kith. 

I have their app and their SMS texts on. I saved them as a contact.

When I see their name come up on my phone, I drop everything.

Am I clothes-obsessed?

Yes, but that’s besides the point. 

The real reason I allow notifications on for Kith is that their urgency marketing is top-tier. 

Not only do I look forward to their texts… I am straight-up addicted to them.

With Kith, they release exclusive drops that really put the “limited” into “limited time offer.” (LTO)

If I am even a half hour too late, the product I’m after might be sold out forever.

So, yes, Kith— notify me! I need that Nanzuka Gallery Tanaami Nelson Crewneck!!

⏰ LTO For Real For Real!

Brands like to tell their customers that they have exclusive offers and LTOs all the time. 

But they’re not as exciting because the offers aren’t really limited. 

“ONLY THIS WEEK!”, but the product is still there the month after. Borrrrinnnggggg… 

If you want your customers to truly believe in your discount or short-term special or time-sensitive deal, you need to make it so.

Sometimes, you need to say “too late!” to people.

I know that might sound counterproductive.

But saying no to customers (if they missed the deal/drop/offer) will make them want to come back quicker the next time. 

Saying sorry, you missed out this time, shows scarcity and shows demand from other customers. 

This proves that your deal was authentic and not manufactured. 

Research shows that 60% of millennials make reactive purchases because of the fear of missing out.

But when a customer discovers that a deal used false scarcity instead of authentic scarcity, they might never return to your brand and spread negative word-of-mouth to others. 

All in all, your limit needs to exist.

Sorry, you were this 🤏 close

I miss out on Kith deals 98% of the time. 

But I show up every time my phone buzzes, just for the chance at the newest drop.

So, if you want your customers to turn on that notify button, you gotta give them something to get excited about. 

I’m talking about special discounts with a timer, products and services that are running low on supply, and exclusive offers only available right now.

Keep them running to you for more.

It’s now or never.

—Katie