02/06/2021
An unknown number seems more interesting irrespective of how interesting the one-on-one conversation you’re having with a known person is.
I learnt this from Robert Cialdini's book, Influence.
The fact that you might never ever know what was on the other side if you don’t pick up becomes the most interesting thing in the world no matter what the topic of the conversion was.
This trigger in human nature is referred to as scarcity. Opportunities seem more valuable to us when their availability is limited.
This information is used heavily in marketing to exploit people by priming them to panic buy instead of actually looking into the merits of the purchase. This is not illegal but is considered unethical.
But, the concept of scarcity can be used positively if you can manage to create limited products or experiences which are of high quality. In the sense, if you can make an incredibly good phone and only make 20 pieces of it, people will see more value in it than a phone that is available in huge numbers. So, when they buy it the scarcity principle doesn’t only exist before the sale as a tactic but the person does hold a phone that only 20 other people in the world can at a time, so the scarcity remains even after giving the buyer an effective yet ethical deal.
Do you think scarcity can be used ethically in marketing? Do let me know. I really would like to know your thoughts.
