| Anytime someone feels their freedom to choose, | | | | improve their insulation, or if they were told how |
| think, or act is being restricted, they "experience | | | | much money they would save? They are more |
| psychological reactance and attempt to restore | | | | likely to act if they are told about their potential |
| their freedom." With this restriction on freedom | | | | loss.The mental trigger of potential loss causes |
| we are driven to latch on to that thing which we | | | | such great anxiety in people that they act to |
| fear will be restricted even more.Instead of | | | | prevent the loss--even though they likely are not |
| standing by and saying, "Okay, I'll give that up," | | | | really interested in the product itself. Imagine |
| we take the opposite approach. Suddenly, that | | | | making a decision where you have all day to |
| restricted item is even more important to us. | | | | make up your mind and you have the |
| Researchers call this tendency "reactance." An | | | | reassurance that when you return tomorrow, the |
| intensely motivational state, reactance causes us | | | | item will still be available at the same good price. |
| to be emotional, single-minded, or even irrational. | | | | You could take days to make that |
| We hate feeling restricted, so we are highly | | | | decision.However, when scarcity enters the |
| motivated to resolve anything that creates that | | | | picture and you feel that the availability of the |
| feeling. It is due to reactance that we act, and | | | | product, the timing, or even the price is bound to |
| that we want it now.A study involving a group of | | | | change without notice, the mental trigger of |
| male toddlers illustrates just how powerful the | | | | scarcity begins to operate. You are driven to |
| Law of Scarcity is, even in very small children. In | | | | acquire something to alleviate the threat of |
| the study, the toddlers were brought into a room, | | | | potential loss. That's why shoe salespeople always |
| each holding two equally exciting and appealing | | | | bring you back the last pair of shoes available in |
| toys. A Plexiglas barrier was set up so that one | | | | your size at the sale price--which ends todayWhat |
| of the toys sat next to it, while the other sat | | | | we can't have is always more desirable and |
| behind. The barrier wasn't very tall, so some of | | | | exciting than what we already possess. As the |
| the toddlers could simply reach over the top and | | | | adage says, "The grass is always greener on the |
| grab for the toy. For others, though, the barrier | | | | other side of the fence." Any parent knows the |
| was still too high to reach over, so they could | | | | result of telling a child she can't have or do |
| only reach that particular toy if they went around | | | | something. The child will immediately drop |
| and behind the Plexiglas. The researchers wanted | | | | everything and want the one thing she can't have. |
| to see if the obstructed toy, being more "scarce," | | | | Look at Romeo and Juliet. The forbidden nature |
| would draw more attention and be more desirable. | | | | of their relationship made it even stronger and |
| The boys who could easily reach over the top | | | | more appealing to them. Parents need to be |
| showed no preference toward the obstructed or | | | | cautioned about forbidding their child's friends and |
| the unobstructed toy; the unobstructed toy was | | | | lovers because the Law of Scarcity will come |
| approached just as frequently and just as quickly. | | | | back to haunt them.The Law of Scarcity works |
| For the boys who could not reach over the top, | | | | even when the desired object or thing isn't going |
| however, the obstructed toy was clearly the | | | | to really benefit the recipient. A county in Florida |
| more desirable of the two--in fact, the boys | | | | enacted legislation forbidding the sale and use of |
| made contact with it three times faster than with | | | | laundry detergents containing phosphates, as |
| the unobstructed toy! Even in toddlers, there was | | | | phosphates negatively impact the environment |
| an urge to defy restriction of choice!Online | | | | and don't help clean the clothes. Before the ban |
| auctions drive me nuts. In most auctions, I find an | | | | went into effect, stores experienced an increase |
| item I like and I put in what I think is a | | | | in sales of the phosphate-containing detergents. |
| reasonable, winning bid. I promise myself that I | | | | After the ban was underway, stores within the |
| won't bid higher. But I always get caught. When I | | | | city saw a drop in laundry detergent sales overall, |
| get the outbid notice, I can't believe somebody | | | | while stores in surrounding counties not affected |
| outbid me. What if I can't find this item again? | | | | by the ban saw an increase in sales of the |
| They obviously think this item is worth more than | | | | phosphate-containing detergents. |
| I do. Then I find myself wanting it even | | | | Later, when consumers were polled as to which |
| more--whatever it is--and I bid far more than I | | | | detergents were better, the residents where the |
| originally intended. The thrill of winning usually | | | | ban had taken place rated the restricted |
| outweighs the pain of the price I paid.In 1996, | | | | detergents higher than any others in all categories. |
| Jackie Kennedy's personal belongings were put up | | | | The Law of Scarcity had made the limited |
| for auction. Everyone knew such items would reel | | | | product dramatically more |
| in top dollar. More than 100,000 catalogs were sold | | | | appealing.ConclusionPersuasion is the missing puzzle |
| prior to the auction. Hardcover catalogs sold at | | | | piece that will crack the code to dramatically |
| ninety dollars a copy, while paperback catalogs | | | | increase your income, improve your relationships, |
| cost forty-five dollars a copy. The week the | | | | and help you get what you want, when you |
| belongings were on public display, more than | | | | want, and win friends for life. Ask yourself how |
| 40,000 people took part. The hype and | | | | much money and income you have lost because |
| anticipation surrounding the event catapulted | | | | of your inability to persuade and influence. Think |
| prices far beyond the originally anticipated prices. | | | | about it. Sure you've seen some success, but |
| For example, a brooch estimated at $6,000 to | | | | think of the times you couldn't get it done. Has |
| $8,000 sold for $415,000; John F. Kennedy's golf | | | | there ever been a time when you did not get |
| clubs were estimated at $700 to $900 but sold | | | | your point across? Were you unable to convince |
| for $772,500; a wooden cigar box priced at | | | | someone to do something? Have you reached |
| $2,000 sold for $547,500; even a cigarette lighter | | | | your full potential? Are you able to motivate |
| inscribed with the letter "J," estimated to be | | | | yourself and others to achieve more and |
| priced at $300, sold for $85,000.Everyone | | | | accomplish their goals? What about your |
| persuades for a living. There's no way around it. | | | | relationships? Imagine being able to overcome |
| Whether you're a sales professional, an | | | | objections before they happen, know what your |
| entrepreneur, or even a stay at home parent, if | | | | prospect is thinking and feeling, feel more |
| you are unable to convince others to your way | | | | confident in your ability to persuade. Professional |
| of thinking, you will be constantly left behind. Get | | | | success, personal happiness, leadership potential, |
| your free reports at Magnetic Persuasion to make | | | | and income depend on the ability to persuade, |
| sure that you are not left watching others pass | | | | influence, and motivate others.Kurt Mortensen's |
| you on the road to success. Donald Trump said it | | | | trademark is Magnetic Persuasion; rather than |
| best, "Study the art of persuasion. Practice it. | | | | convincing others, he teaches that you should |
| Develop an understanding of its profound value | | | | attract them, just like a magnet attracts metal |
| across all aspects of life."The Law of Scarcity | | | | filings. He teaches that sales have changed and |
| works because it makes people feel like they will | | | | the consumer has become exponentially more |
| lose their opportunity to act and choose if they | | | | skeptical and cynical within the last five years. |
| don't do so immediately. The threat of such loss | | | | Most persuaders are using only 2 or 3 persuasion |
| creates urgency in our decision making. Have you | | | | techniques when there are actually 120 available!If |
| ever noticed how people tend to be more | | | | you are ready to claim your success and learn |
| motivated when faced with potentially losing | | | | what only the ultra-prosperous know, begin by |
| something than when they might take steps of | | | | going to and getting my free report "10 Mistakes |
| their own accord and gain something of equal | | | | That Continue Costing You Thousands." After |
| value? Studies have verified that this is a | | | | reading my free report, go to and take the free |
| common and consistent phenomenon. For | | | | Persuasion IQ analysis to determine where you |
| example, do you think homeowners would feel | | | | rank and what area of the sales cycle you need |
| more urgency to act if they were told how much | | | | to improve in order to close every sale! |
| money they were going to lose if they didn't | | | | |