Updated insider information by Chellie Campbell, author of “The Wealthy Spirit: Daily Affirmations for Financial Stress Reduction”
“I had a terrible thing happen to me yesterday. Opportunity knocked on my door and by the time I unhooked the chain, pushed back the bolt, turned the two locks, and shut off the burglar alarm—it was gone!”—Robert Orben
My seminar series was going very well. For eight weeks, I taught the Financial Stress Reductionâ Workshop, people were getting great results and now they often wanted to continue the process. So, I invented a course for graduates, called the Money Mastery Network.
I wrote up a flyer announcing the new course and the next week, I started making calls. I was delighted when I filled the class with just the first few phone calls. But what should I do about the people I hadn’t talked to yet? “Uh, oh,” I thought, “I’d better call everyone else to let them know the class is sold out so they won’t be disappointed if they can’t come at the last minute.”
What happened next was really funny. The typical telephone conversation went like this:
“Hi! This is Chellie. How have you been?”
“Great, Chellie! What’s happening with you?”
“Classes are going wonderfully. Did you get my flyer on the new class I’ve started for graduates?”
Their tone of voice would change at this point: “Oh, yeah. Listen, I’m not sure about…”
“Oh, I’m really sorry,” I would break in, “but I’m just calling to tell you that you can’t come. The class is already sold out.”
Immediately, now that they can’t come, they want to come: “Oh, no! I was planning on rearranging my schedule so I could come. It sounds wonderful.” “Well, I could put you on the waiting list,” I would say. “Then if I have an opening, I could call you. Or I might start another group on a different night. What night would work for you?” I filled up another class that same week, solely because people didn’t want to be left out. If it was sold out, it must be because lots of people thought the class was going to be great, which gave it huge value. When I told them they couldn’t have it, the people who had been unsure, suddenly became sure: They wanted it!
This is why you will see lots of advertising based on a limited time offer or discount that will expire. It is a classic sales principle—create a sense of urgency.
Where can you use this idea in your life? Instead of forcing spinach on the kids, or trying to wheedle them into it, why not make it special—and there’s not enough to go around? If you need an audience for the charity show, instead of begging people to come—tell people there aren’t enough seats for everyone, so they’d better make their reservations early. People don’t want to be left out; they want to be in on things.
They need you.