Yesterday, I wrote about the subject of scarcity and how you can use it in your marketing to get people off the fence. When something is in limited supply, or the clock is ticking and a deadline is approaching, a fear of loss kicks in and motivates action.
The ultimate in scarcity is “no longer available.” When you know that something you want (but have not yet purchased) is going away and may never come back, The Force compels you to reach for your credit card. Or something like that.
For many years, I sold a referral marketing course for attorneys. It was the first of its kind and I sold millions of dollars worth of that course, all over the world. I took it off the market a couple of years ago, intending to update and re-release it.
I still hear from attorneys who bought my course, way back in 1996. They want to know when I’m coming out with the new version. I also hear from attorneys who have heard about the course and want to know when they can order it.
The answer is, I don’t know. It’s a big project and I’m working on other things right now and my plate is full.
“Not available” is about as scarce as it gets. People want it but can’t have it. Value increases. Demand increases. The point is, if it was always available and you could order it at any time, that demand and that perceived value wouldn’t be the same.
That’s the rationale behind the “product launches” you see on the Internet. There’s a big run up to the launch and then the product is removed from the market. Once it’s gone, you can’t get it at any price. No surprise, they sell a lot more of the product during the launch period because people don’t want to miss out.
So. . . what if you announced to your clients that you from this point forward, you would only accept clients who are referred to you by other clients. What do you think would happen?
Yes, demand would go way up.
We see physicians do this. When you hear that a doctor is no longer accepting new patients, that’s the doctor you want, isn’t it?
“Who do I know who can get me in!”
Well, you may not be ready to announce something like this. But what you could do is announce that starting next month, you are strictly limiting the number of new clients you will accept.
You’re super busy and can’t give proper attention to everyone (or you want more time for your family) and so you have to be much more selective about who you accept as a client.
That’s something you should do, anyway. Continually upgrade your client base by eliminating (or not accepting) smaller clients and cases or the ones who give you the most trouble.
Announce it, promote it, and you should see demand for your services go up.
Something to think about.
Okay, announcement time.
Later this month, I’m changing over to a different shopping cart and payment system. In order to do this, I am taking two of my products off the market. I probably won’t re-release them, at least for the foreseeable future.
Anyway, before I remove them, I wanted to give you a chance to pick them up at a great price. So for the next few days, you can order either Cash Flow for Attorneys or The Quantum Leap Marketing System at 50% off the regular price.
Here are the details:
Cash Flow for Attorneys shows you how you can increase your cash flow in the coming year by re-structuring your fees, tightening up your billing and collections, and utilizing other strategies for bringing in more cash. Check it out at http://cashflowforattorneys.com
To get the 50% discount, click on the order button and enter the code <final> (no brackets) in the coupon box. Click to “validate” and you’ll see the price change below to reflect the discount.
The Quantum Leap Marketing System shows you how to quickly bring in a lot of new business. It’s over ten hours of videos and comes with some great bonuses. You can see what’s included at http://quantumleapmarketingsystem.com.
Important: When you get to the big box that says, “Add to Cart,” scroll down a bit and click on the link for “one payment”.
On the next page, (near the top), you’ll see a box that asks for a “Coupon”. Enter the code <final>  (no brackets) and click the link to validate the code. The price will change below to reflect a 50% discount.
After you order, you’ll receive a confirming email with download and/or access instructions. Please make sure to download everything as soon as possible. If you have any questions, please email info@attorneymarketing.com.
Please note, all sales are final–there will be no refunds accepted, so make sure this is something you want before you click the button.
You have the rest of the week to get these. And then. . . Â they will be gone.
