Why Exclusivity Sells
If you're having trouble promoting your
products in a bad market, you have to start to figure out ways to
market them to increase the demand for them. One way is to create an
exclusive aura that appeals to people who are status seekers. This
doesn't just work with high income demographics, although that is
generally where it is used, but it also can appeal to middle-income
people who want to upgrade their image by taking part in exclusive
products and offerings.
Think Cars
Would you rather been seen driving a
value Honda or a classy BMW? Well, if you're like most people, the
car that you would prefer, if you had the money, would be the BMW. Is
it because a BMW is such a unique car that no other car in the world
can come close to it? Probably not, at least not in the minds of
those people who opt for it. It has more to do with the instant
association of wealth and status that driving a BMW confers. They
even are referred to affectionately a “beemers” that have such an
impact on class consciousness. Well, there is no reason you can't
create the same aura of exclusivity around your products and services
to help you market them more.
What Makes Your Products Special
The best way to make a product feel
luxurious and exclusive is to very explicitly tell everyone about the
finest details of this product that make it special. It's really not
over the top to talk about the fine silver filligree made in Europe
or the special process that went in to creating such a unique and
exclusive product. The more you tell people why your product is
special, the more they will believe it.
It may seem boring to detail everything
from the design of the leather engraving to the special and laborious
and perfect cut of a diamond that reflects 72 facets, or whatever.
But, really it's not. People who are very into status and image love
to hear exactly how this piece is special so they can turn around and
tell their friends too. And, hopefully, by doing so you also get some
more sales from word of mouth too.
Limit The Product Roll out
Another great way to make your products
exclusive is to limit them to a certain number of people. This is
done with artist's prints and it helps to spur sales for people who
may be sitting on the sidelines thinking the offer will stand
forever. Make sure your customers know that this is such a good deal,
and only a few select people will get to take you up on it for that
promotion. And, if you do make a promise not to roll it out the same
way again, whether it's by giving the same price or the same design
or whatever, you have to stick to your promise. It's only an
exclusive offer if later on you don't offer the exact same offer to
someone else and disappoint your earlier customers.
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