READ NOW: You May Never Hear This Again

That, friends, is how you create scarcity. Scarcity is the last of Dr. Robert Cialdini's six key principles of influence (the subject of a series of blogs I started several weeks ago), and it centers around the basic law of supply and demand. The less of something there is, the more people want it. Remember back in 1985 when the Coca-Cola company made what Time magazine later called "the marketing fiasco of the decade"? Coke's blind taste tests indicated that 55 percent of participants preferred the taste of New Coke. When participants knew which was "new" and which was "classic" ...

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