Seth Godin talks about exclusion to obtain exclusivity:
Limiting the supply of your service, or the quantity of your product, or being aggressive in who you sell to (and who you don’t) are all time-tested ways to build a killer brand. Humans like being insiders, and will work hard to create their own imaginary demarcations to demonstrate that they’ve made it inside.
It’s worked for clubs, bars and gmail. The web 2.0 trend is all about private betas (synonymous of exclusivity). Everyone wants their product to go mainstream, conventional wisdom would suggest that could happen faster by opening the doors to everyone. Although it is proven that exclusivity works, it is a hard sell for businesses after growth has stalled.
People consider mass media advertising the “holy grail” when sales or users go south, when in fact is the final demise of their product or store. There is an urge we must fight not to do mass media advertising which would be the complete contrary of exclusivity.
(Via Seth’s Blog.)
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