“We believe we are the consumers, but we are the consumed.” — Bryant H. McGill
We love exclusiveness.
Anything that is “Invite only,” “One day only” “Members only” “one and only” sure does get us intrigued.
It could be having the social status of being able to say to our friends “Oh sorry you have to be a member” makes ourselves feel special, it makes ourselves feel …..exclusive.
This is why loyalty schemes work so well. You are given rewards for your loyalty and for choosing to be a member of that companies scheme. Only you are introduced to offers that are not advertised the wider public. Better snap up the exclusive bargain!
Not only is the dating website beautifulpeople.com exclusively tailored for good looking individuals, but when it was first launched you could only gain access by being invited by an existing member. (i.e someone who thinks you are good looking) As vein and shallow as the website sounds it makes you wonder who are these people on this glorious website, how can I gain access? I want to look at single beautiful women too! Exclusiveness creates curiosity. (Google+ also started out as “invite only” but I decided to use the dating website example purely for the uniqueness of it)
This ties nicely in to the scarcity-principle.
How many times have you been looking at a product in store pondering wether or not to buy it, you approach a sales assistant for a little more information, its not long until you are told that this particular item you are indecisive about buying is the in fact the last one. After this one is sold he is unsure whether the store will ever get anymore back in.
Thats it. Fear kicks in. You don’t want to risk never being able to own the product. You buy it!
The same technique is used enormously by estate agents. Whilst being shown around a property and you display some interest, but a equal amount of uncertainty in the house/flat, its very likely you will be fed an all too popular story of “thers another couple showing great interest in this same property and seemed very keen to buy, infact they were looking to move in as soon as next week.” The is done;
- to create a sense of urgency so that you make a decision
- to make you want it more by there being a chance of you NOT being able to have it.
Quite simply a lot of us a lot of the time are 3 year old toddlers again – We want what we cant have.
Limited availability. Limited stock. Limited time. All of these push us into buying, even when we don’t really want to buy.
Amongst other persuasion techniques and influence tactics, the scarcity-principle is one of the most effective and widely used by businesses.
I have many others to show you, so stick around, this blog wont be around forever 😉
- 4 Ways to Invite for Retention (mynetking.wordpress.com)
- “Exclusive” Relationships: When To Decide (littlerichboys.wordpress.com)