Have you ever wondered how sites like Copyblogger succeed?
There are tons of websites offering content marketing advice, but not all of them are successful. Why is that?
Because most online marketers fail to create communications that inspire action from their audiences.
Yes, writing well matters — as well as engagement, landing pages, design, etc. But they are not the single most important element that gets your audience to act.
There is a tactic that professional online marketers use that has proven over the years to work better than any other — a tactic so powerful that we have created a new podcast to help you incorporate it into your marketing efforts.
So, what is this tactic? Read on to learn more …
The power of exclusivity
Exclusivity is defined as being limited or hard to access, restricted to those of wealth or prominence.
And we see it manifest itself in a variety of ways.
From the people who spend a small fortune to obtain a credit card in a certain color to the ones who go into debt just so they can have access to a VIP area.
Exclusivity is a very powerful motivator to get people to act. Fundamentally, it is about charging a premium for something that is limited and hard to obtain, but it’s more than just money.
In most cases, exclusivity is designed to reinforce our egos, helping us define the perception of ourselves by appealing to our desire to be unique and special.
This is why exclusivity is so powerful for online marketers. And online marketers use exclusivity in a number of ways:
- Membership sites that require you to apply
- Limitations on the number of people who can purchase an online product or service
- Special discounts to only certain people in the community
- The opportunity to be first before anyone else
- Premium pricing for hard to obtain services
- Limited availability based on time
Whenever you spot words like “only,” “first,” “premium,” or “limited” in a promotional offer, you are seeing an example of exclusivity in action.
How to make exclusivity work for you
Understanding exclusivity can be a challenge. It requires a fundamental understanding of human behavior combined with the discipline to limit access to your product or service.
It is not easy to combine those two aspects, but don’t worry. Our new podcast, Members Only, can help you master the concept of exclusivity.
Each week, we delve into tactics and techniques you can use to apply this powerful method to your online marketing efforts, including:
- How to use your limitations to attract the right customers
- How to create premium pricing for your products or services
- How to create exclusive offers that increase revenue
Those topics — and more — are just a few of the subjects Members Only will cover in the weeks ahead.
Warning: this show is not for everyone
Most online marketers will not be comfortable with the concepts we will discuss on Members Only (or the crude humor we use to prove a point). 🙂
We won’t discuss how to increase your Twitter followers or ways to improve engagement on Facebook.
In fact, the whole concept of the show is about limitations — and using those limitations to grow sales.
So, if you are more concerned with growing your Likes and Retweets, do not tune in.
But if you want to grow your online revenue and are committed to keeping your online products and services unique, then you will find that this show greatly assists your efforts.
And remember, this show is for Members Only.
Reader Comments (6)
I try to aim big! I’ve learned that people like doing business with people they like. As long as you can make a genuine effort to connect with people, hopefully they will see it as genuine and possibly choose me over doing business with someone else.
Lieza, likeability is important and serves as the foundation of trust.
Exclusivity is more about inspiring actions. While I may like someone in business, I am not always compelled to act because of it (though it makes it more enjoyable when I do).
Thanks for sharing and keep aiming big!
Great read Sean! In the midst of the online marketers it’s very tough to grab the attention of the readers. Thanks for sharing the power of exclusivity. It’s really a great way to get attention among the buyers.
Manju, you are very welcome and glad you found this post helpful.
Amar, thank you for your added insight to this piece. You list some great additional benefits to using exclusivity in online marketing.
It’s not a secret any more. 🙂
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