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. BuiltForImpact.net helps make it simple.
“I need all these things before I can launch.” “I need this sum of money before I begin.” “I need these things before I can become rich.”
Those who say these things are very sure of their words, considering they’ve never done it before.
Honestly: just start.
New tools mean you could get the same at what you do, differently. A new email app that is basically just the same but different? Great, now you need to learn how to be the same as you already were. An improved technology that creates the same result in a different way? Great, now you’ll achieve the same, slower.
The dip in practice and focus means they’re not so great anymore. So the endorsements and promos dry up.
Maybe it’s not the endorsements and promos that need your focus.
Maybe you simply need to continue to practice and focus.
Then – and only then – does an offer become viable, congruent with the slices of belief that preceded it. For example, the offer to start along the journey of the above system, based on the above idea, with no risk to me whatsoever, becomes only logical for me to accept.
It’s far better to feel those signals – and have the opportunity to act positively toward them – than to have no signal at all.
What signals do you experience in your inner-word? Are you listening to them, or pushing them down because “you’re not supposed to have them”?
You kept it because the experience was great. Because it drew you closer to a brand you’ve come to value. It was so good, you kept the box.
Question time: how can you create an experience so great for those in your care, that they “keep the box”?