MAKE THE PRODUCT PRECIOUS

08. Make the product precious

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• Pretend that whatever you are selling is extremely rare and hard to get hold of.
• You might imagine that it’s the last such item of its kind in the world and they’ll never make another like it.
• Now construct scenarios involving crazed fans willing to do anything to possess this object.
• Make them wait for it. Make them fight for it. Make them cheat, lie, suffer, sacrifice, steal and kill for it.
• Then justify this madness by pointing out that your product is worth it all.
• Your justification could be the superior ingredients, taste and quality of your offering.
• Or the superior status it confers on its users.
• Somehow in the world of advertising, you get away with it.

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