Copywriter Motivators--What Makes People Pay Attention? Part 5...Exclusivity
/The velvet rope. The golf club that doesn't have that great a course but is only open to a few golfers. The bar/disco that's only for movie stars but has annoying and ornery bartenders. EXCLUSIVITY often trumps quality...but makes people buy.
Exclusivity is a bit motivator. I developed a strong and deep database in a certain zip code and I'm about to sell the database. My big selling point will be exclusivity...I'm only selling this to ONE upscale restaurant in the area and ONE vet in the area...and ONE taxidermist. Either you get this database or your arch rival gets it. Who is it going to be? You or the person you hate the most?
I've been to THE Augusta National Golf Club during practice rounds for The Masters and it's good but I've been to better golf courses. But Augusta has this aura due to its exclusivity. Whatever. It's bonkers exclusive so everyone thinks it's great because only a few people can be members. So what?
Everyone from car manufacturers to plate marketers can use exclusivity.
Serious direct marketers understand the exclusivity motivator and use it--it can be extremely powerful.
The product does not have to be that brilliant or that superb. For example...on the rare occasions when I've been "on the list" I've entered the nightclub and looked around and gone..."it's a bar." Or sometimes I've gone to an exclusive golf course and looked around and gone...it's nice but it's nothing special.
But people will pay for exclusivity. The psychology: I'm better than you.
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I'm an (extremely exclusive and highly sought after) direct response copywriter based in Charlotte, North Carolina USA. My website is here.
Exclusivity is a bit motivator. I developed a strong and deep database in a certain zip code and I'm about to sell the database. My big selling point will be exclusivity...I'm only selling this to ONE upscale restaurant in the area and ONE vet in the area...and ONE taxidermist. Either you get this database or your arch rival gets it. Who is it going to be? You or the person you hate the most?
I've been to THE Augusta National Golf Club during practice rounds for The Masters and it's good but I've been to better golf courses. But Augusta has this aura due to its exclusivity. Whatever. It's bonkers exclusive so everyone thinks it's great because only a few people can be members. So what?
Everyone from car manufacturers to plate marketers can use exclusivity.
- There will only be 100 Bentleys made in this model
- We will only offer 200 of these Elvis plates.
- Only a very few serious collectors will have access to these Engelbert Humperdinck tour photos; Mr. Humperdinck has only signed 50 photos and will never sign anything again.
Serious direct marketers understand the exclusivity motivator and use it--it can be extremely powerful.
The product does not have to be that brilliant or that superb. For example...on the rare occasions when I've been "on the list" I've entered the nightclub and looked around and gone..."it's a bar." Or sometimes I've gone to an exclusive golf course and looked around and gone...it's nice but it's nothing special.
But people will pay for exclusivity. The psychology: I'm better than you.
*
I'm an (extremely exclusive and highly sought after) direct response copywriter based in Charlotte, North Carolina USA. My website is here.
