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Imagine this…

Your mind has been all over the place lately. But tonight was the final straw.

You forgot you left the broiler on while you were crisping up the breadcrumbs on your mac-and-cheese.

Four minutes later, you see smoke shooting out from your oven and rush over.

You fan the smoke away, only to see your macaroni fighting for its life under a cloud of flames.

You get the fire out, but it’s too late. Your dinner is charred beyond recognition.

An hour later, you’re picking at the lo mein you were forced to order in, wondering why you can’t stay in the moment.

To distract yourself, you start doom-scrolling through Instagram, hoping to stumble across a cute corgi video to cheer you up.

Instead, you see it—an ad for an app that promises to help you stay more present.

“Suspicious timing, but okay,” you think as you click the ad and get redirected to the landing page.

The app claims that meditating for just five minutes a day can help you become more mindful—so you don’t lose another tray of macaroni to a fiery inferno.

(Okay, it didn’t say that last part.)

Then you get to the CTA:

Become more mindful today >​
​New users get their first month free

Five seconds later, you download the app.

Why did that CTA make taking action *now* feel exciting?

In today’s edition of Why We Buy 🧠, we’ll explore Positive Scarcity—how framing scarcity in a positive light can boost sales.

Let’s get into it.
​

🧠 The Psychology of Positive Scarcity

World-renowned psychologist Robert Cialdini highlights scarcity as one of 7 principles of persuasion—and for good reason.

Studies show that when an item is limited, its perceived value increases.

The famous Cookie Jar Experiment in 1975 found that cookies in a jar with *only a few left* were rated more desirable than the *same* cookies in a full jar.

The difference between traditional scarcity and Positive Scarcity is the emotion that fuels it.

Positive Scarcity frames scarcity in a way that’s *exciting* (rather than based on fear of missing out).

In brainy terms, rather than relying on Loss Aversion, Positive Scarcity draws customers in with excitement and exclusivity, making them feel like they’re joining a special club (which aligns more with the Endowment Effect) instead of racing to avoid loss.

Now, don’t get us wrong—traditional scarcity is effective and, when done right, completely ethical.

But Positive Scarcity uses a subtler approach that can be a needed breath of fresh air for your customers.
​

🤑 How to Apply This

Alright, so how can you apply this right now to sell more?

Apps​
​Develop a binge-worthy app that boosts engagement *and* sales

Nike uses their SNKRS App to release limited-edition sneakers and give “insider access” to launches.

Customers are fueled by the excitement of snagging a rare, sought-after item every time they open the app.

Bonus points: Because this is similar to gamification, they’re likely to get a dopamine boost each time they open the app, which *also* keeps them coming back for more.

eCommerce​
​Wrap product launches in delight

Every November, Starbucks releases their holiday drink line-up, like the peppermint mocha and iced gingerbread latte.

These limited-edition flavors aren’t just delicious—they also embrace the Nostalgia Effect, which gives customers the warm fuzzies.

Then Starbucks puts the finishing bow on the experience by serving the drinks in cups printed with festive colors that brighten customers’ moods.

​

This creates a delightful experience that compels customers to go through the drive-thru multiple times throughout the holiday season before the drinks disappear—*even if* a tall latte makes their bank account $5 lighter.

eCommerce​
​Wrap product launches in delight

Every November, Starbucks releases their holiday drink line-up, like the peppermint mocha and iced gingerbread latte.

These limited-edition flavors aren’t just delicious—they also embrace the Nostalgia Effect, which gives customers the warm fuzzies.

Then Starbucks puts the finishing bow on the experience by serving the drinks in cups printed with festive colors that brighten customers’ moods.

​

This creates a delightful experience that compels customers to go through the drive-thru multiple times throughout the holiday season before the drinks disappear—*even if* a tall latte makes their bank account $5 lighter.

Sales emails​
​Highlight the customers’ desired outcome with your promos

Recently, Ulta ran a four-day-only holiday sale.

But instead of handing over a promo code and tapping their finger on the clock like the Ghost of Christmas Past, they helped you envision the desired outcome of using the promo.

Specifically, giving a gasp-worthy gift.

Not only did it encourage an immediate purchase, but it also helped you check off your gift list early—all while giving you a good deal.

Win-win-win.
​

💥 The Short of It

We’re not demonizing traditional scarcity. You can 100% use it ethically and drive more sales. (We detail how here.)

But when you make limited-time offers feel like a unique opportunity, you can attract more customers who are excited to feel like they’re part of something special instead of feeling pressured to make a decision.

​Until next time, happy selling!