The Exclusivity Button
Have you ever walked into one of those trendy, high-end fashion boutiques? You know…the ones that have just three or four dresses on display in an enormous space that could easily house a car showroom?
Ever wonder why the stock is so limited?
It’s not because there’s no room for it or because the buyer couldn’t find more appealing products. It’s not because the store didn’t have enough money to stock up. The reason is exclusivity at work!
Limit Your Offer For Unlimited Appeal
Ladies’ clothing is mass-produced, so displaying only one dress at a time gives it an air of exclusivity. (Think of how that same dress would look in a store on a rack with a hundred dresses just like it in all the different sizes.)
In a world where mass-production is the name of the game, an offer of exclusivity is especially appealing. Ms. Shopper thinks to herself, “There’s no other person in the world like me and no other dress in the world like this one. I must have it.”
It’s all about the experience Make sure you create the right environment
When your marketing says, “This product/service is a limited edition,” consumers hear this: “I’ll have something that other people won’t and they’ll envy me.” So, Ms. Shopper and her equally exclusive-minded companion Mr. Shopper are easily won over with marketing phrases like these:
In your marketing whatever your product try and follow some of these pointers – WHY ? because they work and work well – phases like:
Limited edition – Limited production – Limited number available
Its all about the exclusivity and creating an urgency and desire
