Influence By Scarcity
I have read the book “Influence” by Robert Cialdinia and found it to be a fascinating book that all marketers and business people should read. It examines in depth how we are influenced in both interpersonal relationships as well as influenced by marketing messages. The information is backed up with scientifically peer-reviewed studies. Here is a snippet from google: http://books.google.com/books?id=d91vPwAACAAJ&dq=Robert+B+Cialdini
Below is a quote from Cialdini’s website on using scarcity in influencing someone:
“If I can’t have it, I want it.” Cialdini gave the consumer market fervor over iPhone as an example. “The idea of losing something mobilizes people into action.”
And, when combined with exclusivity, scarcity became even more effective. “People are more convinced and receptive to exclusive information.” A product that is scarce and marketed with information that is exclusive is highly persuasive. Cialdini cautioned that information must be shared quickly or it can lose its potency. “It’s like bread not wine. It doesn’t get better with time. You need to serve it up while it’s fresh and warm.”
Cialdini made a slight modification to a Bose Wave ad that resulted in a 45 percent sales increase versus previously stagnant product sales. Whereas the high end stereo manufacturer was using words like “new” to launch its product, Cialdini instead employed the words “Hear what you’ve been missing.”
As you can see, the way you communicate with your customers, clients, (and even friends and family lol) can be greatly influenced by just using a slight change in strategy. Give them the gift of missing you.