No one likes to be on the wrong side of the velvet rope.
NO ONE likes to be excluded.
In fact, we all dream of being on the other side … the exclusive side.
We all want to stand out as special, significant and superior in some way. We want to be treated like royalty.
A rock star. A billionaire.
And it’s not necessarily about greed or selfishness–although that plays into this.
It’s just something in us that craves attention, significance and meaning … and that’s called pride.
That’s not a bad thing because as a copywriter or advertiser you can use that emotion to motivate people to do what you want.
How You Should Use Exclusivity
Any time you help the reader picture himself as the best, the fastest, the smartest or the center of the universe … you are harnessing that need to be significant, superior and special.
You are harnessing exclusivity. You are punching that pride button.