4 min listen
048: How To Use Your Prospect’s “Need For Uniqueness” To Write Higher-Converting Copy
048: How To Use Your Prospect’s “Need For Uniqueness” To Write Higher-Converting Copy
ratings:
Length:
29 minutes
Released:
Aug 24, 2021
Format:
Podcast episode
Description
Today’s article touches on the commodity theory, which states that any commodity is valued only to the extent that it’s unavailable. This meta-analysis gathered a total of 41 studies and found that scarcity doesn’t always work or serve our audiences well. Additionally, scarcity is more effective when targeted at consumers with a higher than average “need for uniqueness”. Listen in to find out how you can refine your avatar and know if your audience has a high need for uniqueness. What To Look For In This Episode: Scarcity is not always effective or predictable. How to know if your audience has a high need for uniqueness. Journal Article: Scarcity effects on value: A quantitative review of the commodity theory literature. https://ecommons.cornell.edu/bitstream/handle/1813/71543/Lynn61_Scarcity_effects.pdf?sequence=1&isAllowed=y Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43–57. https://doi.org/10.1002/mar.4220080105 Resources: Register for my workshop – geoffkullman.com/workshop Brand Voice Template – brandvoicetemplate.com Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions Connect with Geoff: Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Released:
Aug 24, 2021
Format:
Podcast episode
Titles in the series (82)
Welcome to Psychology of Copywriting: Discover the copywriting concepts and principles hidden inside the latest and best research within the fields of neuroscience, linguistics, and psychology. Join host Geoff Kullman every week to learn more about what’s happening in the brain of your... by The Psychology of Copywriting