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Tap into Emotions to Make the Sale - Part 8 Exclusivity

Exclusivity

I’m old enough to remember the first time American Express ran the headline:
 
The ledgendry David Ogilvy came up with this classic line in 1974.
 
“Quite frankly, the American Express Card is not for everyone.”
 
I’ve found a grainy reproduction of the first page of his letter and reproduced it above. It was mailed no less than 240 million times over a 12 year period. I assumed it worked!
 
The letter went on to offer membership of a very exclusive club which gave a myriad of benefits.
 
In the past I’ve persuaded some of my clients to offer a Platinum Service Option to their bog standard offer and most times 10% of their buyers would take it up.  The few extra benefits were inexpensive to provide but the client pocketed extra revenue thanks to the exclusivity of the offer.  Does any of this give you any new ideas?

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