Yesterday, we looked at the first of the “sales strategies” Paul uses in this passage to persuade his audience to trust him and his message. (You’ll need to read it first, if you’re just joining us.) Today, we look at the second strategy: the idea of scarcity – whether it be scarcity in time (limited time offers), product (until stocks last), or information.
This works well in sales. For example, Robert Cialdini* tells the story of an experiment performed by a beef wholesaler in the US. If he told customers about an impending shortage of Australian beef, he doubled sales. If he also told them that the news about the shortage was from their “exclusive sources,” the orders increased sevenfold.Continue reading