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PERSUASION POINTERS

  1. Emphasize scarcity by promoting the unique features of what you have to offer.

  2. When you possess exclusive information, sell its scarcity value and promote the benefits that come from being one of a select group who can benefit from the information.

  3. If you want to build an image or brand based on exclusivity:

    • Maintain premium pricing.

    • Don't discount.

    • Sell through selected outlets.

    • Keep the market undersupplied.

  4. In auctions, beware of the "winner's curse." Establish an upper limit before you start bidding and stick to it.


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