HOW TO BUILD A SENSE OF EXCLUSIVITY FOR YOUR PRODUCT
You can develop a devoted and loyal clientele that can’t wait to buy your products by using exclusivity in your marketing. The concept of scarcity explains why exclusivity appeals to a psychological need in consumers. Something becomes valuable and widely coveted because it is uncommon and hence unreachable. Both experiences and tangible goods fall under this umbrella. Shoppers are driven by a fear of missing out (FOMO) reaction to queue up early in the morning and in sweltering heat to buy the newest phone release or pair of sneakers, or to sign up weeks in advance for an exclusive live-streamed show. Furthermore, FOMO should not be undervalued since most consumers are persuaded to make a purchase each day as a result of it.
It establishes a closer connection with clients, making them feel like significant members of your business, which makes an exclusive community-driven experience even more potent. Customers having a strong emotional connection to a brand will ultimately have a greater lifetime value and are more inclined to suggest it to others.
When it comes to the competitive eCommerce market, exclusivity may also imply enhanced brand recognition and distinction for brands and merchants. A remarkable, one-of-a-kind experience may help your brand stand out from the competition.
Let us now look at how to build a sense of exclusivity for your product:
1. Your style and brand identity
Your website, social media accounts, and conventional print materials all should have the same aesthetic. They must also express your true voice. A diverse and cluttered look will hinder your aims and objectives. Keep in mind that before they even read a word, people will notice your design.
2. Your tone, content, and its novelty
The content on your website(s), from the top headline to the footer, is an opportunity for you to share a special narrative that is exclusively yours. There should always be a theme or “voice” that emphasises how unique you are, even while discussing your mission statement and history.
3. Your demographic composition
You should consider whether your marketing and aesthetic is speaking to your target audience and is suited for them. The information presented should not be too basic, unclear, or obviously unconnected to the decision-maker you’re trying to influence. You must optimise everything as a whole in order to address the appropriate individual.
4. Delivery of your ultimate good or service
Naturally, your product or service must live up to your claims. After all, you are developing your reputation with this.
5. The opinions of your clients
It’s simple to stand out in this day and age of speedy work accompanied by poor customer service by asking your client for feedback. You’ll both learn that this first and subsequent communication will be the seed of a lasting relationship.
6. Your prompt reply and sincere communication
Keep in mind that your consumer expects a swift response to a comment just as they would to an email or phone call when employing interactive and social communication. Users now automatically assume that no matter how they connect to you, you will support and fulfil their requirements since digital communication is becoming so pervasive.
7. Your ongoing activity
It can occasionally be challenging to stay up to date with all of your exclusive material. When you’re stuck, it’s advisable to consult your network and personnel to find out what’s most relevant and how it may benefit your customers. After that, actively look for further corroborating evidence online to justify your position.
8. Your genuine dedication to the good or service
Keeping people informed about your product and its features is one of the finest strategies to establish exclusivity. Your communications should advance along with you. Simply claiming to be the greatest at what you do is insufficient; you also need to share your innovations with your audience and get feedback from them.
9. Your persistence throughout time
Your consumer base won’t stray if they comprehend your message and grow dependant on your goods or service, especially if you can take care of them. But you have to be reliable. If you change, let others know how you’ve changed and keep your mission the same.
10. Reduce frequency
If you notice popular exclusive products, each of them is released with a sizable gap. That time difference is at least a year. It implies that customers wait at least a year and occasionally even two years if they don’t buy the product immediately. Because there is no assurance that the product will be offered again, exclusivity is a factor. There is always a chance that a client will strongly desire to acquire the product immediately and go on to another provider. But most clients do not act in that way. They wait for the announcement and buy since it is obvious they want to take the course with the particular brand. It’s not as if customers won’t check out the competition. Customers will still choose your competitors’ goods or services even if you provide the greatest product in the world. But we all want something exclusive, something we are unable to own. You won’t increase sales by simply adding an exclusive tag to a good or service. Your offering must be of the highest calibre. The more you must protect your product, the higher the demand. Instead, it’s simple to get caught up in the trap of attempting to make your good or service accessible to everyone. However, there are times when accessibility is exactly what is required. It could be necessary to set up some goods or services so that customers can access them whenever they want. These goods and services act as a gateway for your company.
11. Involve your top clients in product development
A great method to stand out in a digital-first society is to establish relatability and connection through a group of people who share your passion for and support your company. Giving those clients a voice in the things you develop is the best approach to make them feel included in your brand and heard.
To gather feedback and initiate sincere dialogues with your most valuable consumers, use restricted-access online channels like instant messaging programmes, private social channels, invite-only livestream events, and even targeted email surveys.
