Using Scarcity to Build Brand Trust: An Authentic Approach for Product and Marketing Teams

Scarcity is a powerful motivator, evoking strong emotions, our survival instincts and can drive irrational behavior. Look at grocery shelves before a hurricane or during the last pandemic.

As a business owner, done poorly, scarcity can come off as arrogant or exclusive, potentially alienating customers. Waiting in line for an hour, only to enter an empty nightclub, is a great way to have patrons looking immediately for the door.

However, by taking an honest, transparent approach, brands can build trust and rapport, aligning scarcity messaging with a genuine respect for customer needs and transparency about your or your team’s availability. Here’s how to do it right.

1. Be Transparent About Reservations: Show Why Planning Ahead Matters

Creating a sense of reservation-based scarcity—where customers know that limited availability requires a proactive approach—can be effective without over-promising or sounding exclusive. Here’s how to make it authentic:

• Encourage Planning and Communication: If reservations or advanced bookings are necessary, clearly explain why. Perhaps the product or offering takes time to create or requires specialized resources, so a limited number of spots or items are available. If you have a small team, there’s only so many meetings they can make with potential customers or clients in any given week.

  
  

• Emphasize Customer Benefits of Planning Ahead: Explain how early reservations improve the customer experience, ensuring that quality and care aren’t compromised. When customers see that reservations are in place for their benefit, they’re more likely to view scarcity as a value, not a limitation.

  
  

Messaging Example: “Our appointments fill up fast because each session is personalized, giving you the dedicated focus you deserve. Booking early helps us prepare and ensures your experience meets our highest standards.”

2. Communicate Capacity Limits Honestly: “Once It’s Full, It’s Full”

For instance, Numbers & Letters worked with a professional services client who realistically could only serve 10 clients concurrently, yet had built up an email list of over 35,000 people after years of releasing high-quality thought capital.

They needed a close rate of less than 0.05% and they were set, essentially at-capacity for the next quarter or two. Because this was a new offering, we didn’t want to scale too quickly initially, for fear of diluting the quality of the experience. It was better to test with a small group, iterate and improve and bring in affiliates to help scale delivery.

So we developed a wait list and triaging system that helped them determine interest, urgency of problem and discover their client’s willingness to pay.

That resulted in them working with the most-engaged and problem-aware clients first, while giving room for the clients that were on the fence or perhaps didn’t have budget to explore more of the free content and the community that our client had built.

Capacity-based scarcity can be particularly useful for services, products, or events where physical or production limits genuinely restrict availability. The key is to explain this to customers so they feel included, not left out.

• Explain the Capacity Limits: Whether it’s limited seats, restricted product quantities, or a fixed number of consultations, make sure customers understand why these limits exist. If a product is made in small batches or there’s only one team working on a service, share those details openly.

  
  

• Show Appreciation for Customer Interest: Express gratitude for customer demand while emphasizing that capacity limits help you maintain quality or meet standards.

  
  

Messaging Example: “We’re a small team dedicated to quality over quantity. To make sure every product meets our standards, we release in limited quantities. We appreciate your understanding—and your enthusiasm!”

3. Use Price to Reflect Value, Not Exclusivity

Pricing can create scarcity by limiting availability to those who recognize and value the product’s unique aspects. To make this transparent, communicate the reasoning behind pricing without making it feel like a barrier.

• Highlight the Quality and Care Behind the Price: Explain why a product is priced as it is. If it’s handcrafted, made from premium materials, or supports sustainable practices, customers will understand the value of the investment.

  
  

• Avoid Exclusivity Language: Focus on the product’s story and the value it brings rather than positioning it as something “only a few can afford.” Instead, position the price as a reflection of quality and commitment to doing things right.

  
  

Messaging Example: “We use the finest sustainably sourced materials, crafted with care in small batches. Each item reflects our dedication to quality, so while the price is an investment, we believe it’s one that lasts.”

4. Use Need or Outcome-Based Scarcity to Serve Customers Best

For services, especially in sectors like healthcare, wellness, or consulting, prioritizing based on need or desired outcomes can help ensure customers get the most from their investment. This kind of scarcity, often seen as “rationing care,” is rooted in a commitment to serve the right customers at the right time.

• Explain Why Prioritization Matters: Make it clear that your services are best suited for specific needs or that you’re allocating resources to meet certain outcomes. This approach allows customers to self-select, reducing frustration and reinforcing trust.

  
  

• Focus on Customer Fit and Benefits: When a service or product is designed with a specific outcome in mind, make this explicit. By aligning your offer with customer needs, you build a reputation for delivering results rather than simply limiting access.

  
  

Messaging Example: “We prioritize clients who can benefit most from our program, allowing us to focus on delivering measurable results. This helps us serve those who need it most, when they need it.”

The Bottom Line: Authentic Scarcity Builds Trust

Scarcity can be a valuable tool for managing demand, but an authentic approach makes all the difference. By communicating your limitations openly and focusing on customer benefits, you can create urgency without alienation, showing customers that scarcity stems from a genuine commitment to quality, sustainability, and personal care. This strategy not only enhances demand but also strengthens brand loyalty by fostering a sense of respect and transparency.

Are you a brand leader struggling with positioning? We're here to help. Reach out to us at eric@numbersandletters.co or schedule a call here for expert guidance on creating authentic scarcity strategies that resonate with your audience and build lasting trust.

Disclaimer/Full Disclosure (You made it!): This blog post was generated with the assistance of AI, with N&L human oversight ensuring accuracy and insight. The thoughts and opinions expressed are our own