Similar to social proof is the principle of scarcity. We naturally start to desire something as soon as we sense that it is scarce. That it is somehow limited in time or number.

We see this all the time in marketing because it is so very effective. Think of a time when you thought you were about to lose something or someone. It greatly heightens the feeling of desire, doesn’t it!

When you are trying to influence someone, always say something to create an air of scarcity. You can always s find a genuine reason. And it’s best to give a true ‘because’ as well. For example, you might say they do not have much time because you are not sure how much longer this opportunity will be open for.

It is vague, but even this will have an unconscious impact on their decision-making process. When you start using numbers, saying there is only this much tie or this many days, or this many of it left. Then it gets really powerful.

​The reason it works so strongly to write the number of spaces open on a course, on the sales page, and then count them down as people sign up. The reason this works so well is because it combines scarcity with social proof. And as soon as you begin combining these factors you get what Charlie Munger calls the ‘Lollapalooza’ affect. The secret weapon of world-class influencers. More on that in the next chapter.