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Mental Trigger #7: Scarcity

Monday, September 14, 2015

Why is it that we seem to always want what we don’t have? I found this to be true years ago when a dance club in New York City became the “in” thing. Studio 54 had a reputation to be extremely difficult to gain entry, if not down right impossible.

The fact that it was so hard to get in only made it more intriguing. (I tried on numerous occasions to “bust a few moves on the Studio 54 dance floor” but never managed the secret to gaining entry.) I remained “outside the ropes.”

Scarcity is a force that only makes our desire more intense. We might not even be interested in the subject, but if we can’t have it, “we want it.” This seems to be a built-in human tendency.

The way “scarcity” is associated with travel has much to do with limited space or the special pricing offered: “If you act by midnight tonight…” It can also involve special amenities or VIP Add-Ons. A time limit is usually promoted and enforced. It is your obligation to clearly define everything that is included in your program, and then stress the importance of responding quickly… or else suffer the consequences.

A phrase that comes to mind is, “Be careful for what you wish for.” I will never forget my Studio 54 experience, or should I say "lack of experience." Perhaps it was for the better.

Become the Exception - Mike Marchev is a marketing humorist who has the skill to motivate. He shares his personal experiences and lessons in a fun, light and refreshing fashion through his monthly articles. Learn more about Mike at