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522: Going Beyond Market Scarcity

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We like scarcity.

Owning something rare is cool. The tension to buy something that may not be available tomorrow can be a thrill. There’s something better, though:

  • Scarcity works by excluding many. Limited-run items designed to make you feel exclusive, and it’s designed to move product. Buy now or you’re out.
  • Inclusion works by including many. WhatsApp (like the Web) works well because everyone is on it. The more people who use it, the better the experience becomes.
  • What about using both? Something for your whole tribe to belong to, with limited-run items designed to celebrate the most passionate community members. Power in inclusivity, power in exclusivity.

If you’re trying to create exclusivity (or, worse, false-scarcity) consider what it could do for those you wish to serve by instead creating inclusivity. Then celebrate your champions: you need them as much as they need you.

Tip: Getting the messaging right for this sort of thing can be tricky. helps make it simple.


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Marketing Isn’t About You: The 2 things that matter if you sell things that matter.

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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters, for the betterment of your cause.

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609: The Little Things We Buy

There are many items that we must keep stocked in our companies. These are just three that are frequently ‘out of stock’. Do you have enough respect, discipline and empathy in stock for your customers?

You are creating what matters.

So how can we help you
sell it better & make more impact?

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