Influence people

Monday, May 13, 2013

Six Principles of Persuasion: Scarcity

Part 6 of a 6-part series

You're feeling the power of scarcity when you pay $900 for a ticket to see The Rolling Stones.

According to Robert Cialdini, we're susceptible to scarcity because loss seems terrible.

Faced with scarcity, you let emotions cloud your brain and throw caution to the wind.

Scarcity is why deadlines drive sales; why "limited editions" disappear from shelves; and why censorship or prohibitionactual or threatenedincites panic buying.

Want to persuade someone? Give him a deadline.

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