The Secrets of Influence andPersuasion TacticsSOCIAL INFLUENCE-2
LIMITED TIME This is as affective as limited availability. How about this for a clever use of the scarcity short-cut: "Exclusive, limited engagement ends soon!" Although we know it's silly, we tend to react to this. At the least we will think about it seriously. Photographers use this strategy effectively, you get your kid's school picture proofs with the note that if you don't order within the next week the negatives will be DESTROYED! Imagine that, you'll NEVER get the chance to see these precious pictures again.
SCARCITY CREATE VALUE. SECRETS AND CENSORSHIP This is an interesting variant. If something is perceived as a SECRET, we tend to want it more. It's scarce. Few people have it. Gotta have it. Ever heard "Not previously offered?" Or if you watch the Discovery Channel : "Previously US classified videos now available for a limited time only" "I'll let you in on an announcement that won't be made public until next week.." One study showed that not only do we WANT the information more if it is withheld from the general public, but we tend to BELIEVE it more. Isn't that interesting? If you want somebody to really believe your message, make it secret first and then give in and share it with your target. Police use this tactic often to elicit confessions and to convince the suspect that they should cooperate. They would say something like this: " What I am about to tell you is something that is only for police information, and I shouldn't tell you this, but ........" The suspect reacts to the scarcity principle and really wants to hear it. Whatever the cop now says, the suspect will believe. Also, the suspect is now drawn into a conspiracy and becomes more compliant. COMPETITIVE SCARCITY Scarcity really kicks in when it is matched with competition. Not only do we want something more when it is scarce, we want it most when we are in competition for it. Have you ever seen ads like this: By popular demand we are bringing back a limited number of these items. You must buy now, the offer ends next week. Popular demand, limited number, offer ends next week..... we are left to imagine a whole mess of people wanting to buy this item. Can't miss it! This is why I bought the BMW. This is why auctions work so well. Another example - if you want to sell your car yourself, make appointment to see prospective buyers at the same time. When the first person show up, start the sales process. The next person will arrive, and you ask him to wait while the first person "gets a chance to decide because he was here first". Person # one now becomes a victim of competitive scarcity. Objections go away, it now is down to "now or never". Even if he resists, the second person now is happy because HE got to buy the car. Scarcity + competition = automatic reaction. Studies show that the key reason why scarcity/competition works so well is in the OWNING of the scarce commodity, not in the experiencing of it. People just want to WIN. They have to get the item not because they might enjoy it, but because they WANT it.
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