That's because Marketing and Psychology are connected in an inextricable way:
Marketing's foundational principle is actually Psychology.
Toward the end of a sales meeting, prospects often get hesitant. So we were told to take away their opportunity to buy by saying something to the effect of “Hey, I think maybe this isn’t the right product/service for you.” We were taught to pretend that we were taking away their opportunity, which often works as a closing technique! No one likes to miss out, so they automatically say “Hold on, I wanna buy!”
The Take-Away: Why it Works in Marketing
There are a few compelling reasons that this technique works in marketing without being slimy and weird.
Instead of catering to everyone and subconsciously telling people that they are just a number to you, you’re saying “I’m looking for specific people to serve.” In other words, you’re telling them that the people you’re serving are special to you. You specialize in serving these kinds of people. It means that not everybody is going to like your service/product, and gives you a level of exclusivity that broad-aimed marketing doesn’t have.
You become more than a company, you become an entity that only cares for a specific group of people.
Anyone can get their protein shakes at Wal-Mart. But I can almost guarantee that you won’t find bodybuilders looking for their protein shakes in the Wal-Mart Aisle, because they’re getting their protein shakes from the people who are working specifically with bodybuilders. They need specific things, designed specifically for their lifestyle. So they aren’t looking in Wal-Mart.
When you create exclusivity with Take-Away Marketing, you become the specific brand a person is looking for. You become the best choice for your target market, because you specialize in your target market. In the above example, you become the specialized protein producer that the bodybuilders need.
People instinctively find pleasure in proving others wrong, and no one wants to be left out. So, as soon as you say “I’m not for you,” you trigger a Fear Of Missing Out in people. As soon as we (humans) are told we can’t have something, we lose a little of our rationality and start to get emotional and take action. We either look twice, or do some research to try and prove wrong the statement “you can’t have this.”
You can leverage this in your marketing. They might not be the kind of buyer you want! And in that case, they’ll either realize that through their research or they will become the kind of buyer you want.
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