Fear Of Missing Out (FOMO) in Ad Copy

Humans are loss averse. We hate losing $10 more than we enjoy winning $10. FOMO taps into this primal fear.

Types of Scarcity

1. Quantity Scarcity: "Only 5 items left in stock." (Effective for physical goods).
2. Time Scarcity: "Offer expires at Midnight." (Effective for digital goods).
3. Exclusivity Scarcity: "Invite only. Join the waitlist." (Effective for software).

The "Fake Scarcity" Problem

Do not lie. If you have a digital course, saying "Only 10 copies left" is a lie. Users smell it. Instead, use "Cohorts." "Class starts Monday. Doors close Sunday." This is real scarcity.

Writing FOMO Hooks

• "Don't let your competitors see this first."
• "The price goes up tomorrow."
• "Last chance to lock in 2024 rates."

Use sparingly. If everything is urgent, nothing is urgent.