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Caution: Don t use scarcity as an artificial ploy If your goods have some
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scarce qualities to them, by all means, emphasize that However, if your goods can be easily attained elsewhere, don t try to fake out bidders They can make a fool of you easily by searching eBay and discovering that the item is common The result: you lose trust and perhaps a customer forever
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How Is Your Product Scarce
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Scarcity can come in many forms Certain watches are scarce because their production is limited Cars become scarce when the model is discontinued Handmade items can be scarce depending on their uniqueness A high
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level of customer service you provide or the quality way you ship your products could be considered scarce in your industry The fact that you sell on eBay might indicate scarcity in some industries, too This book is a scarce information resource, because it covers eBay marketing in much more depth than any other book that precedes it If it becomes a best seller, it won t be all that scarce However, the information itself will remain scarce to those without a copy of the book Until other authors produce similar books, this will be the only text medium for reading these specific eBay-related concepts If there s a way to leverage scarcity, use it to your advantage To establish scarcity, you need to dig deep and ask yourself, What about my product will give customers something they can t get anywhere else
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Loss Motivates More than Gain
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We ve talked a lot about benefits, and they are very important However, here s a little secret that s emerged from psychology research, and it directly relates to scarcity: Customers desire benefits, but they are even more motivated by the prospect of losing something That something could be any number of things: The winning bid itself Freedom of choice (For example, a lot of people buy different kinds of athletic shoes for different sports and exercise routines They want the flexibility and the freedom of wearing the best shoe for the right occasion) An opportunity (For example, a bargain, a chance to make more money, a shot at personal improvement, or a chance to acquire some rare, coveted object) An experience (For example, tickets to sporting events, plays, and other activities) An insight or educational experience (For example, instructional CDROMs, classes, seminars, or Webinars ) You need to hammer on benefits, of course, but then supplement them with unique benefits that bidders or prospects stand to lose if they don t make an offer on your merchandise or service Here s an example This is a bit of text taken from an eBay listing for a tree irrigation device: Give your trees a hug and yourself the gift of knowing you re doing your best for your precious trees and saving time and money at the same time There s a lot of emotion here with the gifting and looking out for your trees pitch but the seller also indicates that you ll spend more time and money if you water your trees without the device The seller could
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have been even more forceful, saying something like, Don t throw away precious money and waste your afternoons watering large trees Use our device and you can get in that golf game and afford drinks at the 19th hole If you don t have this thing, you re going to miss out on all that fun
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How to Find Scarce Goods
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One way to ensure scarcity is to actually find scarce goods Of course, you have to communicate the scarcity when you offer these goods In many instances, however, scarce goods are recognized by their buyers Look for scarce goods in the following places: On eBay In flea markets At swap meets From obscure manufacturers From major retailers (combine regular channels with your ability to predict trends, and you can buy up inventory before the trend hits, thus making it more valuable and scarce) From foreign suppliers From distributors
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