Recently I was watching a video on Dr. Robert Cialdini’s Science of Persuasion. According to this expert, there are six principles: “reciprocity, scarcity, authority, consistency, liking, and consensus.” Interesting watch, if you have not seen it already!
One of the major principles—scarcity—struck me. Why? This doesn’t simply mean only a limited number of the desired item or service are available, as most people would take it to mean at face value. By “scarcity,” it can also mean that the item or service possesses a characteristic that is rare. This phenomenon brings us right back to that looming concept that we always seem to circle back to in marketing: differentiation. Without this, a product is simply another commodity.
Funny how it’s all connected, right?