048: How To Use Your Prospect’s “Need For Uniqueness” To Write Higher-Converting Copy

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!