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 are no other person in the world like me and no other dress in the world like this one. I must have it."
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:
Essentially exclusivity puts a buyer in a "one up" position from everyone else, providing a big boost to the ego along with "bragging rights." It can be used to market all kinds of products and services, from fine art to French fries.
Now don't kid yourself -- the Shoppers aren't idiots. They're aware of the difference between ready-to-wear and custom-designed apparel. Intellectually, they know that the few pieces on display represent dozens of other garments in the back room. But despite what the Shoppers know intellectually…its how the exclusive ambience of the store makes them feel emotionally -- that will drive their purchases.
We already know that positive emotions are the "big dogs" when it comes to motivating people to make a purchase. An exclusive offer gives buyers a tremendous jolt of "feel good" by making them part of an inner circle.
0 comments:
Post a Comment