#22 Persuasion principle number three: Scarcity
The less something is in quantity, the more desirable it is for our brain. Objectively no one needs a Ferrari car or a Hermes handbag but still we line up in waiting lists for these luxury items. The demand for this type of products is extremely high but the brands restrict their supply allowing them to charge high-ticket prices. If anyone could just walk in and buy a Patek Philippe -watch, it would not be as desirable.
Basically, the principle of scarcity is the fear of missing out of something. We are heavily influenced by the idea of potential loss. That is why the TV shop commercials used to create urgency to our decision making by adding several bonuses to the initial offer if you were to call in within 15 minutes.
One of the biggest challenges for anyone who is selling anything is to get to people buy now, instead of next week. It is important to create urgency for the purchase decision because otherwise your potential client may procrastinate or go to the competitor.
The scarcity principle is not easy to implement into the field of IP as the clients have so much power in the commoditized marketplace. If you are able to differentiate yourself in the marketplace, for example, with extreme industry knowledge or connection network, you might be able to create scarcity in which case your client prospects would chase you, instead you chasing for them.
However, that is impossible if you are just a “regular” IP expert as there is no short supply of “regular” IP experts. Differentiating yourself or niching yourself down are two possible ways of creating scarcity into your IP service.
Cialdini PhD, Robert B..: Influence: Science and Practice 1984