Overview

Scarcity isn't just one of the key principles of influence, it's arguably the most powerful--invoking the kind of primal instincts that were essential to our ancestors' survival. It's also the explanation for why, in the mid-1990's, $29.99 Tickle-Me-Elmo dolls were being scalped for $7,000 apiece. In The Power of Scarcity, Dr. Mindy Weinstein leverages her deep expertise in both marketing and psychology to reveal how this influence principle can be used to boost sales, win negotiations, spark action, develop community, build customer loyalty, and more. As a digital marketer and doctor of philosophy in psychology, she brings both practical and academic insights to explain the psychology behind scarcity, why it has such an immense impact on decision making, and how, used correctly and ethically, it can influence the people who buy your products or services. In this book, you'll gain a deeper understanding of why and how scarcity works in business, and specifically how different types of scarcity messages--supply related, demand related, time related or limited edition--affect our brains. You'll see it in action from multiple perspectives, through case studies, research findings, and eye-opening interviews with current and former executives, as well as real-life customers' firsthand experiences.

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Mindy Weinstein, PhD, is a leading expert in digital marketing and has been named as one of the top women in the industry globally. Founder of the digital marketing firm Market MindShift, she has trained thousands of professionals from organizations of all sizes, including Facebook, The Weather Channel, and World Fuel Service. She has a doctor of philosophy degree in general psychology with an emphasis in technology, and is a marketing instructor at Grand Canyon University and the University of Denver, as well as a program leader for The Wharton School and Columbia Business School. Karen Ruth Johnston is a stage performer, trained voice actor, and STEM educator located in the Philadelphia area. As a skilled actress, she brings both intelligence and passion to her performances. At the same time, her experience in STEM education and molecular research equips her to narrate even the most complex scientific copy with comprehension and clarity. Her voice is crisp, clear, smart, and upbeat. She has taught acting to second graders and chromatography to grad students. No matter the audience or topic, she can tell your story.

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