Scarcity

A marketing technique that creates urgency by limiting quantity, availability, or time, real or perceived. Activates loss aversion: people fear missing out more than they desire gaining.

Real scarcity (limited spaces, time-sensitive bonuses, production constraints) dramatically increases conversion rates during launches. The word "only" is one of the most powerful in copywriting.

A founder limits her group coaching to 15 participants. "Only 3 spots remaining" in her emails drives 4 applications in 24 hours, more than the previous week combined.