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FLEB Marketing Tactic #2 Fake Scarcity

Day 2 of How To Spot a Female Lifestyle Empowerment Brand (FLEB).⁠

If you’re a consumer, this crash course can help you make an informed, powerful decision about who you offer your time, money, and attention to.⁠⠀

If you’re an entrepreneur, downloading this free 10-day class can help you audit your own business practices, so that you can:⁠⠀

  1. Bake justice into your business practices and marketing (and flourish while you do that)⁠⠀
  2. Make sure you’re creating the social and client impact you intended⁠⠀



FLEBs build fake scarcity into their sales funnels to pressure you into buying — because when humans detect signs of scarcity, our subconscious survival instincts kick in. We immediately get to work securing the dwindling resources (and…does an evergreen digital course or PDF e-book have a real expiry date?).⁠⠀

The result? A subconsciously-triggered buying decision borne out of deeply coded human fear for survival.⁠⠀

That doesn’t sound anything like real empowerment, does it?⁠⠀


Fake scarcity works because it increases conversion rate — the human survival instinct is STRONG.⁠⠀

How then do you get the same number of sales with a lower conversion rate?⁠⠀

More eyeballs. More audience. More people reviewing the offer.⁠⠀

You can compensate for a lower conversion rate by being more visible and building a bigger audience.⁠⠀

Or you can have a niche specialization where what you offer is so special that almost no one else does it.⁠⠀

Or, if you’re anticipating fewer sales, then you adjust the price.⁠⠀

There are lots of places to intervene in this equation and produce the same financial outcome.⁠⠀

Note: if there is a real deadline or real scarcity, do communicate that.⁠⠀

If there are only 20 chairs in a room, and 14 tix are already sold, it’s important to mention it so people can make appropriate decisions. Real scarcity is valid. Fake scarcity is a scam.⁠⠀

What is the female lifestyle empowerment brand (FLEB)

and why is it a problem?


  • Conform to the cultural demands of Ideal Femininity in order to rise
  • Reinforces gender dualist/binary


  • Display wealth, privilege & leisure in order to manufacture social authority over other women


  • Use the language of feminism & social change to bait a women into following/buying… while doing (oppressive) business as usual.
  • Conflates individual success with collective empowerment (they are not the same thing)


  • Teach women how to style themselves as saleable, consumable objects in order to ‘succeed’
  • Asks us to erase ourselves in order to perform a brand character

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