The Scarcity Loop
The Copywriter Column #92
I’ve been reading listening to Michael Easter’s new(er) book Scarcity Brain over the last few weeks. (I mentioned it here.)
In the book, Michael shares about the scarcity loop, a pattern somewhat hard-wired into human nature, causing us to repeat certain behaviors over and over again, even if they’re ultimately harmful to us.
Here he explains it in his own words:
According to Michael, the scarcity loop is built on 3 things:
Opportunity
Unpredictable rewards
Quick repeatability
As he mentioned, the most glowing example of this loop at play is with a slot machine, but you can witness it at play in other areas of life once you’re aware it exists.
It got me thinking: Why can’t one use that in an email?
Use an upcoming sale as the opportunity to save money or get your hands on something new
Don’t divulge too much detail to the reader, but find a compelling way to play on their sense of curiosity
And then Ruggable beat me to it.
I have to admit… it works.
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