Scarcity close

The pattern

This still is filed under Scarcity close.

Define

A real limit (time, units, seats, eligibility) that makes delay cost something.

Mechanism

Loss of option. The close is the disappearing chance, not a louder adjective. Fake scarcity is a different and worse pattern.

Verdict

The limit is true

Why it works

The first words are 'only these days remain', followed by three named dates, so the deadline is the headline. Below, a pearl necklace frames drawings of real pieces, each captioned with its stones and weight, which lets the reader window-shop the lots from home. The closing lines give the terms: cash in Egyptian pounds, a stated commission, delivery on the spot and daily viewing at the bank.

The big idea

Only three days remain to buy from the largest jewellery collection at public auction, pieces now owned by Banque Misr, each shown with its stones and weight.

The offer

Public auction of jewellery, precious stones, pearls, watches and silver owned by Banque Misr, on 29, 30 and 31 May at 151 Emad al-Din Street, Cairo. Cash in Egyptian pounds, 5% commission, delivery at once.

The proof

Photographs of actual lots with their specifications, such as a 31 carat cabochon sapphire and a necklace of 65 large pearls; the pieces are on view at the bank every morning.

Lines from the ad

لم يبق الا الخميس ٢٩ مايو الجمعة ٣٠ مايو السبت ٣١ مايو

Only Thursday 29 May, Friday 30 May and Saturday 31 May remain

لبيع أكبر مجموعة من المجوهرات بالمزاد العلني

To sell the largest collection of jewellery at public auction

انتهزوا الفرصة

Seize the chance

Steal this when

You are clearing a fixed stock on set dates and the goods are attractive enough to show piece by piece.

The emotion

Written to Desire. It makes the Say move.

Pictures of real lots, each captioned with stones and weight such as a 31 carat sapphire, sit beside plain terms: three auction dates, cash in Egyptian pounds, 5% commission, delivery at once, daily viewing.