From the course: Influencing Others
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Urgency and scarcity
From the course: Influencing Others
Urgency and scarcity
- Establish urgency or scarcity. Opportunities with clear near-term limits are typically more motivating. For example Colleen Zodd wrote mega successful infomercials and shattered a sales record that stood for almost 20 years on the Home Shopping Channel. She added extra urgency by changing slightly but powerfully the standard infomercial tagline, "Operators are waiting; please call now." To this: "If operators are busy, please call again." The implication was lots of people will be calling and you don't want to miss the opportunity. When tested, that little change resulted in a huge increase in calls and sales. Here's what to do: First, make it clear that now is the time to act. Explain why they'll be too late if they wait. Second, it's not only about time. If applicable, explain why resources, the information your provide, or supplies are limited. Third, and finally, research shows that loss is the most powerful form of scarcity, so clarify what they will lose or miss if they fail…
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Contents
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Simple, specific, and surprising3m 14s
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Credible sources1m 16s
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Urgency and scarcity1m 13s
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Pain and gain framing1m 7s
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Compare and contrast2m 49s
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Secure a commitment2m 56s
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Ask for advice2m 30s
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Appeal to high-level goals1m 19s
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Social proof2m 15s
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Reciprocity1m 37s
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