FOMO marketing: 8 subtle ways to tap into it with your sales copy

What is FOMO marketing?

FOMO marketing is about tapping into people’s fear of missing out (FOMO) to drive action. It’s a powerful psychological trigger that can make your audience feel like they need to act now or risk losing out on something valuable.

FOMO marketing is about tapping into our natural anxiety about missed opportunities for connection or success.

It’s a powerful motivator. We’ve all felt that pang of regret when we said no to something but later worried that other people might be having a great time without us. Whether it’s a party, a sale, or a course enrollment, FOMO can have a huge impact on our decision-making.

Difference from scarcity marketing

FOMO marketing is often confused with scarcity marketing and there is some overlap between the two, but they’re not the same thing.

Scarcity marketing is about creating a sense of urgency by limiting the availability of a product or service—sometimes artificially. FOMO in marketing, on the other hand, is about creating a sense of urgency by making your audience feel like they’re missing out on something valuable.

FOMO marketing can involve scarcity marketing, but there are plenty of other ways to create FOMO without scarcity.

Why FOMO should be used carefully

There’s a fine line between using FOMO effectively and making your audience feel manipulated. If you’re too heavy-handed with your FOMO marketing, you can come across as pushy, insincere, or even dishonest.

Remember 💡

The key is to use FOMO marketing only as a supplemental aspect of your copy. It should be the cherry on top, not the whole sundae.

Rather than using fake scarcity or misleading claims, your job is to subtly invoke the real concerns your audience should have about missing out on this very real value. The goal of using FOMO in marketing isn’t to manipulate—it’s to highlight what’s genuinely valuable about your offer in a way that fits with your overall messaging strategy.

8 subtle ways to tap into FOMO in marketing copy

Strategy #1: Including collective numbers

Numbers are powerful. Psychologically, we’re wired to follow the crowd or stick with the group, so when we see that others have already taken the leap, we’re usually more comfortable doing the same.

There’s a lot of power in quotes and case studies, but numbers are the quickest FOMO marketing hack to tap into a sense of “safety in a crowd.”

Where to use this approach

You’ll often see this FOMO marketing strategy used near a call to action (CTA). For example, it might be in a heading for your pricing section or in microcopy near your checkout buttons. It’s a simple way to remind your audience that they’re not alone right at the moment you ask them to take action.

Examples of this in action

Using big numbers (if you have them)

If you’ve got big numbers, flaunt them in your CTA headings. The more people who’ve already enrolled, the more your audience will feel like they’re missing out on something great—and feel compelled to join in.

“Join 432+ CFOs who’ve already transformed their workflows”

“Over 1,000 students have already learned to code with us”

Making the most of small numbers

Even if your course is new, you can frame a small group as an insider opportunity. Early access can feel like being part of an exclusive club, so don’t always shy away from using these small numbers in microcopy.

“Be one of the first 50 students to join our exclusive beta launch”

“Only 10 spots left in our early-access pilot program”

Numbers with emotional weight

Collective numbers are even more powerful when you make them relatable or add some emotional weight. If you can, use specific numbers in your FOMO marketing that tell a story about your audience, their values, or their pain points.

“14 committed parents like you have already joined this week”

“Over 100 future-minded marketers have already signed up—don’t get left behind in the AI revolution”

Strategy #2: Open loops with fascinations

People don’t like being left hanging. When you hint at something valuable but don’t give the full answer, your audience can’t help but want to know more. That’s why curiosity hooks are a fantastic way to create FOMO in marketing—they make people feel like they need to stick around to get the answer.

What are “fascinations”? If you’re not familiar with the term, fascinations are those punchy, attention-grabbing bullet points that make you want to know more. They’re like little teasers that hint at the value of a product without giving away the whole story.

Where to use this FOMO marketing approach

You’ll usually find fascinations in descriptions of info products (like courses or ebooks) or email subject lines. They’re a great way to tease the value of content that’s gated behind a click or a purchase.

Examples of this in action

These FOMO marketing examples are designed to pique curiosity and make readers feel like there’s a missing piece of the puzzle they should know. One good list of fascinations can create a huge sense of FOMO.

“Watch to the end to discover the most surprising interior design hack I teach all my private clients—saving $1,000s on renovations”

“The surprising strategy that keeps YouTube subscribers coming back for more (and it’s not what you think)”

“Most creators skip this step—and it’s costing them enrollments”

“What’s the explosive new strategy used by the top 1% of marketers in 2025? Hint: It doesn’t involve AI at all”

“How one mainstream diet might be making you GAIN weight at a shocking rate—unless you make this one simple change”

“What do six-figure coaches know about client retention that you don’t? Learn what they’re doing differently at the top”

“The one thing you’re doing that’s sabotaging your productivity—and how to fix it in 5 minutes or less (yes, seriously)”

“Why 90% of new businesses fail within the first year—and how you can avoid becoming part of that statistic”

Strategy #3: Compelling success stories

The best testimonials don’t just rave about your product—they make your target audience feel like they’re missing out on something super valuable if they don’t make the same choice as the person in the testimonial.

Important tip: Record short interviews with your customers and ask them to talk about the before and after of their experience. Then draft a testimonial for them to approve. You’ll get much more compelling stories for your FOMO marketing this way compared to standard “I loved this course” quotes.

Where to use this FOMO marketing approach

At a minimum, you should have plenty of social proof nearby any time you mention the price of your course. But the most successful course creators also sprinkle testimonials throughout their sales page and emails.

Any time you can back up or bolster something you’ve said in your copy with a real quote from a real person, you should. They’re that powerful, especially as part of a broader FOMO marketing strategy.

Examples of this in action

”Before and after” testimonials

These are super impactful because next time your reader experiences the painful “before” state, they’ll remember the “after” state they could have if they take action.

“Before I took this course, I was struggling to get any clients. Now, I have a full roster and a waiting list! Thank you so much.”

“I can’t believe it used to take me 3 hours to write a blog post. Now, I can do it in 30 minutes flat and it ranks on page 1 every time too.”

“When I think back to how self-conscious I used to feel at networking events, I can’t believe how much more confident I am now. As if I used to hide out in the bathroom sometimes?!"

"Near miss” testimonials

These testimonials talk about how close the person was to not taking action. They’re great for creating a sense of urgency through FOMO marketing because they show readers that they’re this close to missing out on something great.

“I almost didn’t sign up for this course because I thought I could figure out a TikTok strategy myself. I’m so glad I didn’t wait—I would have wasted SO much time and money!”

“I was on the fence for months before I finally decided to take the plunge with my husband. I kick myself for not doing it sooner because we caused each other so much pain in those few months, but now we’re happier and more connected than ever.”

“When I saw the price, to be honest, I almost closed the tab. But then I thought about how much I was spending on developers and thought, ‘No, I need to learn this myself.’ I’m so glad I did!”

Future-pacing in testimonials

Future-pacing is where you talk about the future state readers could have if they take action. The idea is to paint a vivid picture of what their life could be like, so they feel like they’re missing out on a better future if they don’t act.

You’ll usually find a whole future-pacing section near the end of a high-converting sales page or email sequence but testimonials are also a great place to sprinkle in this kind of FOMO marketing.

“This morning, I sipped coffee in my PJs while my automated emails brought in $500 in course sales. I can’t believe this is my life now.”

“I just took my (former!) reactive dog to the park and he played with two other dogs as if it was the most normal thing in the world. It’s SO nice not to worry about him snapping at other dogs anymore!”

“I just got back from a 3-week vacation in Bali, and I didn’t feel self-conscious about my body once. I barely thought about it—just enjoyed the sun and the pool like everyone else. Surreal!”

Connection and belonging testimonials

These testimonials talk about how the person found some kind of belonging or connection in your course. They’re great for creating a sense of community and making readers feel like they’re missing out on a tribe if they don’t join. FOMO marketing at its most literal!

“I’ve found my people. I can’t believe how much I’ve learned from the other students in this course. It’s like we’re all on the same journey, just at different points.”

“I honestly thought I was the only one who felt this way. Nobody in my life really understood what I was going through, but now I have a whole group of people who get it. I’ve made friends for life!”

“The weekly calls are now my favorite part of the week! I can’t believe how much I look forward to them. One little comment can change my whole perspective on something—so valuable.”

“I’m LOVING being able to share my wins in the community and having everyone celebrate with me like it’s their own success. Everyone is so supportive and kind—we got this, ladies!”

Strategy #4: Exclusive “in group” language

The right words can take your course from “educational product” to “aspirational experience.” If you can attach a sense of status or prestige to being a customer, you can create a powerful pull that goes beyond the value of the course itself. Everyone wants to feel special, after all!

Where to use this approach

You’ll often see this FOMO marketing strategy used in feature, bonus, or product names to create a feeling of exclusivity. For audiences where status is a big motivator, you might also find it included in (or very near) CTA copy.

FOMO marketing examples for this strategy

Implying status and prestige

This FOMO marketing approach works best for audiences who are more ego-driven or motivated by recognition or achievement. The aim is to make your course seem like a status symbol.

“Join the Inner Circle tier and get access to exclusive insights, live coaching, and a community of elite achievers.”

“Visionary Leaders Network: Where today’s change-makers come to strategize, connect, and drive real change.”

“The VIP Experience: Get personalized feedback, exclusive resources, and a direct line to your personal mentor.”

“Step into the Founder’s Club: Where the most ambitious entrepreneurs come to scale their businesses.”

“The Elite Mastermind: A high-level community of top performers who are serious about growth, pushing each other to new heights.”

Appealing to ambition

Slightly different from status, this kind of FOMO in marketing aims to make the decision to join feel like a powerful, ambitious move—something to be proud of even before the course starts.

“Only for people who are serious about landing their first job in cybersecurity—no ‘maybes’ or ‘somedays’ need apply.”

“We only enroll students who are SERIOUS about publishing their first book in 2025. If that’s not you, this isn’t your course.”

“Only the most committed, ambitious entrepreneurs thrive in this community. We get results because we’re all in.”

“This is for the go-getters, the dreamers, the doers. If you’re ready to take real-world action, we’re ready to welcome you.”

Requiring certain achievements

This approach creates FOMO by highlighting specific accomplishments or milestones your audience can feel proud of. When you call out these achievements in your FOMO marketing, it reinforces that your course is for people who have already reached a certain level of success—and subtly nudges those who are close to those milestones to want in.

“Designed for six-figure coaches who want to scale to seven.”

“Built for top C-suite executives looking to create lasting impact.”

“For best-selling authors who want to build sustainable income streams and a loyal fanbase—not just one-hit wonders.”

“If you’re spending $10k+ on ads every month, this course will double your ROI in 90 days. Not for beginner advertisers.”

Strategy #5: Tapping into live momentum

There’s nothing like the energy of something happening right now to create FOMO. Highlighting live activity—whether it’s new enrollments, an ongoing challenge, or a webinar—makes your audience feel like they’re missing out on something dynamic and exciting.

When people see others already taking action, it taps into their desire to join the movement and not get left behind. This approach works because it combines the principles of scarcity marketing—limited time or opportunities—with the excitement of live activity.

Where to use this approach

This approach is best used when you have a genuine live event or time-sensitive offer. For example, in 5-day challenges, during a launch window, or when you’re hosting a live Q&A or other community event.

FOMO marketing examples for this approach

“Day 1 of our 5-day challenge is already underway! Join now to catch up and get the most out of the rest of the week.”

“We’re already halfway through our live Q&A series, and the insights are incredible. Don’t miss out on the next session!”

“Doors are OPEN and we’ve already welcomed 52 new students in the last 24 hours. Will you be joining us before enrollment closes?”

“Our community is BUZZING with excitement as the 2025 cohort kicks off with introductions! Will we see you in the chat?”

“Students are sharing their first wins in the community already (and it’s only day 2!). Don’t get left behind, Jane. We’re waiting for you!”

“After Tuesday’s session, we had 3 students book their first speaking gigs. The momentum is REAL—don’t miss the next one!”

Strategy #6: Future pacing their dream state

Remember, future pacing is about helping your audience imagine what their life could look like after they’ve joined your course. By painting a vivid picture of their ideal future, you create FOMO around the possibility of that transformation—and the regret of not taking action.

The key is to make the vision specific and sensory. What will they see, feel, or experience? The more real it feels, the more powerful the FOMO.

Where to use this FOMO marketing strategy

Future pacing works well in the “desires” section of your sales message (usually shortly after the “problems” section). It’s also a good way to close out your sales page or email sequence, in a standalone section that paints a picture of what life could be like if they take action now.

Examples of this in action

“Imagine this: sipping coffee in your favorite spot while automated sales roll in from the course you built in just 8 weeks.”

“Picture waking up to a full inbox of inquiries from dream clients. No more chasing leads or worrying about next month’s income.”

“Next summer, you could be sitting in a beautiful garden, proudly inviting friends over for a BBQ in a space you created from scratch.”

“What would it be like to walk into a networking event and make new connections with ease—no awkwardness or self-doubt?”

“Fast-forward 30 days: you’re excited to leave for your third date with the kind of man you thought only existed in movies. And he’s just as excited about your future together as you are.”

Future pacing as a form of FOMO marketing turns abstract benefits into a clear, compelling vision that makes your audience feel the FOMO as they imagine what they could have.

Strategy #7: Promising insider knowledge

Everyone loves a good secret. By positioning your course as the key to insider knowledge, you create FOMO around the idea that your audience is missing out on something exclusive, powerful, and transformative.

This FOMO marketing strategy works because it taps into a universal desire to be “in the know”, with an edge that sets us apart from the crowd.

Where to use this approach

This strategy tends to be sprinkled throughout a sales funnel, but it’s especially powerful when you’re talking about features or bonuses. This FOMO marketing strategy is also used heavily on lead magnet landing pages, where you’re trying to make a particular asset feel like a must-have.

Examples of this in your FOMO marketing

“Get the exact email templates that helped me 3x my revenue.”

“You’ll discover the strategies that top creators swear by but rarely talk about (despite being responsible for up to 80% of their sales).”

“Get the behind-the-scenes framework used by history’s most successful startup founders to land their first 100 customers.”

“I’m sharing the scripts I use religiously for my own high-ticket sales calls—something I’ve never shared anywhere else before.”

“What do the top 1% of TikTok creators know about the algorithm that you don’t? This course will give you our secret sauce.”

“I’m revealing the secret process I use to write a blog post in 30 minutes flat—no more staring at a blank screen.”

Strategy #8: Offering real connection

If people only wanted information, they’d stick with Google or buy a book. But they don’t. Courses often let people connect with others who share their goals, challenges, and dreams. They offer a sense of community, support, and belonging that can be just as valuable as the content itself.

There are few desires more universal than the desire to belong, so if your FOMO marketing can tap into this, you’ll create a powerful pull to action.

Where to use this as FOMO marketing

This strategy is best used when talking about your community, live components, or the support you offer. But it can also be a powerful way to close out your sales message, reminding your audience that they’re not just buying a course—they’re joining a family.

Examples of this in action

“Our private community is buzzing with ideas, feedback, and success stories—don’t miss your chance to be part of it.”

“Inside the Hive Community, we’re not just learning—we’re building connections that last long after the program ends.”

“You’ll be joining a group of action-takers who celebrate every win and support each other through every challenge.”

“Every week, students share their breakthroughs, wins, and aha moments in the group. What will yours be?”

“The best part? You’re never alone. Our members say the community is the most valuable part of the program.”

“You’ve finally found your people. The ones who get it, who get you, and who are on the same journey. Welcome home.”

Key takeaways

Here's what you need to remember about FOMO marketing.

• FOMO marketing taps into a powerful motivator - It can make your audience feel like they need to act now or risk missing out on something valuable—whether that's a product, a bargain, or an outcome.
• Use FOMO marketing carefully - If you're too heavy-handed with your FOMO marketing, you can come across as pushy, insincere, or even dishonest. The key is to use FOMO as a supplemental aspect of your copy, not the whole sundae.
• Use collective numbers - Collective numbers are a quick way to tap into the idea that others have already taken the leap, so your audience will feel more comfortable doing the same.
• Create curiosity and intrigue - Open loops, fascinations, and 'insider secrets' can all create a sense of FOMO by hinting at something valuable without giving the full answer.
• Paint a vivid picture of the future - The more specific and sensory you can make your vision of their ideal future, the more powerful the FOMO.
• Imply status and prestige - Depending on your audience, you can create FOMO by appealing to their desire for status, ambition, or recognition for their achievements.
• Promise connection and community - The most literal way to use FOMO marketing is to show your audience what they're missing out on by not joining your community or taking part in your live events.

Including these FOMO marketing elements in your sales copy can help you tap into a powerful motivator without sounding pushy or insincere. Remember, the key is to use FOMO as a subtle nudge, not to manipulate or pressure people into buying.

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