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Are picking up what I’m putting down here? I’m talking about the law of SCARCITY.
This is one of the most powerful persuasion techniques in the world because humans are afraid of losing what we’ve got…
…even if we haven’t even gotten it yet! Suck on that for a while.
Scarcity is used every day in advertising, online websites, e-commerce, sales, negotiations, presidential elections, you name it.
Basically any time a decision can be made, and an exchange completed, scarcity will be used.
How does it work?
Scarcity is extremely simple, yet almost impossible to defend against (even if you see it coming).
Imagine you are casually shopping for a pie of shoes at a store…
You find 3 pairs of shoes that you like, and would be happy with.
You sift through the piles of shoes under the display shoe to find your size (size 9)…
You like shoe #1 the most, but they only have a size 10.
Shoe #2 is pretty good too, but they don’t have anything lower than a size 14 (weird, but I’ve seen it).
Shoe #3 is acceptable, and they have your size 9, but you think you can find something better online.
SUDDENLY…another shopper strolls into your isle, and stops in front of shoe #3!!
They pick up the display shoe, examine it, smell it (of course), and pull out THAT DAMN SIZE 9 to try on!
Now there is increased demand. Somebody else is interested in your 3rd favorite shoe…
Here’s what happens…
They put the shoe box back on the shelve so they can look at some other colors, but stay in the isle.
What are you thinking at this point? Probably that they will go back to steal your 3rd favorite shoe!
The clock is ticking…
You feel a mad rush of energy (potentially has) and make a break for it!
You leap into the air like a Jaguar pouncing on its prey from above, grab the size 9 shoe box, and mean mug the 6 year old that saw the whole thing (and is judging you hard).
VICTORY!!!
But what really happened here?
You got the shoe that you weren’t completely happy with from the start.
There were better options, you said so yourself (in your head).
So why did you act so irrationally once you realized that you could potentially LOSE something that you didn’t really want?
Well….
I could tell you, but then I’d have to…make you eat my homemade birthday cake (it’s awful, trust me).
Now take a moment to think “How is this being used against me?” and also “How can I use this ETHICALLY (your ethics are YOUR own) to help me in my life?”
-The Legend
JakeMartincic.com 