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Exclusive! How Some Brands Find Success by Making it Personal

By Oliver Krafka, Lead Writer at Scratch Copywriting LLC

Today’s consumer is constantly bombarded by advertising. The largest cause of this can be placed squarely on advancing technology, and marketers haven’t missed the opportunity. Advertising is everywhere, most recently creeping into our social media feeds, hovering on the periphery of the websites we visit.

It’s become invasive and a bit unsettling; who doesn’t raise an eyebrow when they see products they searched for on Amazon or purchased at the grocery pop up in their Facebook or Instagram feeds?

But not all brands are using this heavy-handed approach when it comes to marketing. Some are playing hard to get: Exclusivity.

Act Now!

The idea of exclusivity isn’t groundbreaking, but something not many brands use to their advantage or use ineffectively. It begins with the Scarcity Principle: people will place greater value on something that is scarce, and less value on something abundant. Gold, for instance. It’s one of the rarest minerals on the planet. There’s greater demand for it simply because of its scarcity.

When a product or service is being offered “for a limited time” or “in limited supply,” curiosity and urgency propel a person to want to know more before it’s too late. On top of that, these consumers now have a feeling of importance. After all, exclusive offers have exclusive benefits, right? It’s as simple as the feeling you get when you wear a gold necklace.

However, exclusivity on its own won’t succeed. Many brands that market themselves as exclusive fail because they do not offer clear and unique value to the customer. Subscription video-streaming services are proliferating because of the exclusive content they offer: Netflix with its abundance of original content, CBS All Access with shows like Star Trek: Discovery and The Twilight Zone. The list goes on.

Setting aside exclusive content, some brands are taking it to another level with exclusivity—closed Facebook groups.

One of Us

Despite its problems, Facebook has made a renewed effort to prioritize interactions with friends, family, and groups, while minimizing public content from businesses, brands, and the media. Brands now have the opportunity to create and moderate closed groups, and some are taking the opportunity to make safe places where passionate members can express themselves, and admins keep the discussion lively and focused. The rigorous screening of new members is a key to success; the “Women Who Travel” Facebook group boasts over 130,000 members, with hundreds of new posts daily. Many brands can’t imagine that level of success.

It’s a return to the Facebook of the past, where you could go to interact with friends and family, not be bombarded by clickbait, spam, and misinformation. The strategy seems to be paying off, but as the trend grows, brands will be faced with more questions: how to preserve intimacy, the risk of member self-promotion, and the desire to slide a bit of their own marketing into the conversation.

Whether it’s creating a Facebook group where members can go to connect with each other, promoting exclusive content, or tapping into the psychology of scarcity, exclusivity is a powerful tool for marketing. A velvet rope between your brand and success.


Oliver Krafka is a marketing copywriter at Scratch Copywriting LLC, where he utilizes a boundless creativity and keen eye for language to create targeted and engaging copy. He can be reached on LinkedIn at linkedin.com/in/oliverkrafka and scratchcopywriting.com.

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