FACT: People want what they can’t have. They also have a strong desire to possess that which is rare or limited in number.

This seems to fly in the face of classical economic theory, which teaches us, as illustrated by the supply-demand curve, that when the price of an item drops, the demand will increase, and when the price increases, the demand will drop. However, this is not always true. Sometimes, in fact, just the opposite happens.

In the following example, the same item is represented in two different ways. The difference in the feeling that the scripts present is dramatic. Word choice alone directly affects the level of desire created in the consumer’s brain regardless of how strongly he or she desires the type of product before the presentation.

SCRIPT 1: “Hey, Joe, want some of these pens? Go ahead; take a bunch. I have a slew of them.”

SCRIPT 2: “Listen, Joe, only 50 of these special pens were made, and I happen to have 2 of them here. They’re really smooth. I’m thinking about giving you one, but only if you promise not to lend it out because I guarantee you’ll never get it back.”

If someone made you this offer, all other things being equal, which of these presentations would most appeal to you? Which one would cause you to desire the pen more? Finally, which script makes you believe the pen is worth more?

If you’re like most other people, script 2 did the trick even though only one feature was mentioned: “They’re really smooth.” Nothing more was said about the pen’s physical characteristics to build interest or stimulate desire. The mere mention that there are a limited number of them in existence (“only 50 were made”) and a limited number were currently within reach (“I have two of them here”) turned what is a pen of little perceived distinction or worth (“I have a slew of them”) into an item you’d feel especially good about owning.

Interestingly enough, our clever friend Cialdini determined that when infomercial advertisers use the phrase, “If lines are busy, please keep trying,” they actually get a greater response than they do when using, “Operators are standing by.” Seems counterintuitive, no? And although Cialdini uses this as an illustration of the principle of social proof—and it’s a good one—it also illustrates the principle of scarcity at work because the statement connotes an overwhelming demand, which in itself suggests a possibly finite supply, or scarcity.

No matter what you sell or how you sell it, it’s a mistake to give consumers the impression that your product or service is and always will be readily and endlessly available.

Let’s say you’re a consultant. The last thing you want to advertise is that your calendar is empty and you’re desperate for clients: “My calendar is completely open. Every day is available at whatever time you want. I need clients now!”

“Oh, Drew, that’s extreme.” Absolutely. It’s meant merely to show you degrees of scarcity, beginning with the level of availability that suggests the least amount of value and corresponding consumer interest: always available, in unlimited supply. Like, er, sand … air … dirt … dust … insects … dirty water.

The next stage: “My calendar is filling quickly. Call now to schedule.” That’s a bit better, isn’t it? It at least suggests some degree of popularity, acceptance, and demand, tapping into social proof that suggests that what you’re offering is regarded as valuable to others.

Stage 3: “I’m booked for the next two months, but I’m willing to squeeze in one or two clients with unusually interesting smaller projects if they can be flexible with consultation times.”

Do you see what I did? I essentially said, “I’m very busy now; clients are keeping me busier than a house-painting octopus. I can’t promise anything, but I might be able to help you if I really like what you’re doing and you don’t need much of my time.” The scarcity is evident. You’re certainly not always available, are you? (Although you could be just as desperate for work as in the very first example. It’s all about word choice and the resulting perception.)

Stage 4: “Sorry, I’m fully booked and not taking new clients right now. Since all new clients are accepted on a first-come basis, feel free to shoot me a message. I’ll respond as soon as possible and, if you request, hold your place on my new-client waiting list. Thank you for visiting my website.”

In this last script, you won’t even consider another client right now. In fact, any prospect who’s interested in doing business with you sometime in the future must ask to be placed on your waiting list. Although you haven’t completely closed the door to new business, you have made it clear that you’re PSBB: popular, successful, busy, and booked.

This ploy may be risky, but many consultants use it effectively. It’s the scarcity principle in its ultimate expression. Although I don’t recommend this script for times when you’re actively seeking new work, it can generate an aura of exclusivity when you are in fact too busy to take on more work yet want to keep the lines of communication open.

“But, Drew, I’m not a consultant. I sell products and services.” You can use this principle just as effectively. Think about it. What can you do to make your offer or product or service seem not always readily available and in unlimited supply? Here are some ideas:

      Set hard deadlines for a response: “Offer ends midnight, August 21.” This is a common tack that still works like a charm.

      Limit discounts to a certain number of the first lot sold: “The first 50 buyers of the Panasonic VT60 65 3D Smart Plasma HDTV get an instant $299 discount.”

      Make goods available only between specific hours: “Every piece of furniture in this store gets slashed by 20 percent from 12 noon to 1 p.m. this week only.”

      Or on certain days: “Everything you buy from tomorrow morning until 5 p.m. this Friday automatically gets discounted by 15 percent with no maximum purchase.”

      Or for certain types of buyers: “Please visit us during the last week of December, when we’re giving all law enforcement and military families 50 percent off their entire dining bill as a Christmas present for their courage and service.”

      Or for referrals only: “New clients by referral of current patients only.”

      Or for items not currently available because of pending sales: “It’s gone, you can’t have it; well, maybe you can.”

“Oh, yeah! This is the hottest sports car on my used car lot, the Audi R8 Coupe. Unfortunately, someone has a deposit on it. But still, look at this beast; check it out—525 horsepower V10 engine, only 3,200 miles on it, looks brand new. [In essence, “Wow, it’s amazing; too bad you can’t have it.”] Well, again, there’s a deposit on it now. I expect the guy back tomorrow morning. But if the deal falls through, I’d be happy to call you. I can’t guarantee someone else wouldn’t sneak a deal in, so if you wanted to leave even a small refundable deposit, nobody else could grab it before you had a chance to thoroughly check it out.”

Whichever tack you choose, not implying some degree of exclusivity is like the terrible salesperson I imitate in my seminars who says to his prospects in a bored “who gives a damn?” voice, “Oh, you just take your time making the purchase decision. This product will be here whenever you want to buy it. No rush. Go home and think about it.” How long would you keep such a salesperson employed if that was the way he represented your business?