When we think of exclusivity, we often see sales pages that seem to have these ticking clocks. They're creating urgency by forcing our hand. And as small business owners, we often buy into that urgency. Yet, you don't need to resort to these cheap gimmicks when you have the twin factors of exclusivity. So how do you use these twin factors to your advantage. Here's Part 2 in a series of 3 on "How to Create the Irresistibility Factor". In this episode Sean talks about Part 1: The Power of Product Exclusivity Part 2: The Benefit of Working with Smaller Numbers Part 3: The Myth that you have to be Big to be Successful Right click here and ‘save as’ to download this episode to your computer. Useful Resources 5000bc: How to get reliable answers to your complex marketing problems The Brain Audit: Why Customers Buy (And Why They Don’t) Special Bonus: How To Win The Resistance Game ================= What Are The Factors in Play Behind An Irresistible Offer: Part 2 of 3 The Power of Exclusivity There’s an anecdotal story about the late Gary Halbert. Gary Halbert was one of the best known direct-mail copywriters on the planet and so he decided to have a copywriting workshop. Even those he charged nose-bleed prices for the workshop, it was absolutely full. So he hosted a subsequent workshop. That too was full. He was on a roll, so another workshop was announced. Yes, it was full again. And then it went quiet. Deathly quiet, in fact. You’ve probably figured out the reason why the workshops stopped filling up My guess was that Gary ran out of people to attend his workshop. But remember this—Gary was super well-known. He had a list of thousands of subscribers. What he ran into was a problem of exclusivity. The workshops were being held at such a high frequency, that it seemed easy enough to put off attending the next workshop, because another one would always show up. This is why we last had the Psychotactics Headlines course in 2013—then nothing until 2015 The headlines course is extremely popular—and hence full every single time we announce it. It’s not hard to see why, either. As a business owner you’ve got to send out newsletters, possibly make a presentation, write sales letters for your product or service, and if you produce podcasts or webinars—yes, you need headlines. Almost all marketing activity is directly linked to writing great headlines. Instead of guessing whether a headline is outstanding or just average, you know precisely why it works and how to fix it. The question to ask is this: Should you conduct the course on a frequent basis? The answer depends on whether you want to create exclusivity or not If you want a product to be exclusive, you have to create scarcity, because scarcity creates exclusivity. This exclusivity is exactly what Studio 54 used to their advantage. It’s what caused people to want to jump that “velvet rope”. There was a sense of desperation to get into Studio 54 night after night. If you don’t or won’t have exclusivity around your product or services, you’re telling clients they can have it at any given time. As you can tell, that lack of exclusivity reduces urgency. The client can come in any ol’ time and get the product or service—and often they do. They put off the purchase until later. At Psychotactics, we haven’t tried to reinvent the wheel… Instead we work on just two parameters to create a factor of exclusivity. 1) Reduce frequency 2) Work with small numbers. Reduce frequency If you look at the courses we host online (for e.g. the Article Writing Course, headlines course, copywriting course etc), they’re all held with a substantial gap. That gap is at least a year apart. It means if you miss signing up for the course, you have to wait at least a year, sometimes two. There’s no guarantee that the course will be held on a recurring basis, and this creates a factor of exclusivity. Let’s take the Article Writing Course for instance. Let’s just say we’re going to have a course in May next year (and ri