On the secret behind the worldโ€™s first aspirational root vegetable (scarcity)

๐Ÿ’Ž On the secret behind the worldโ€™s first aspirational root vegetable (scarcity)

Scarcity is a great way to make something seem more attractive and valuable. The Blues Brothers famously played ‘for one night onlyโ€™ and Bernd Pichetsrieder, the great BMW marketing guru insisted on ‘always selling one less than you can’.

This kind of strategy is sometimes called the ‘velvet rope’ – ‘you can’t come inโ€™ often makes something that much more appealing. This was also the trick behind the story of how Frederick the Great turned Prussia into a potato eating nation – he insisted that no-one but the nobility could eat the potato. The ‘aspirational’ root vegetable? Believe it.

Excerpt from: Copy, Copy, Copy: How to Do Smarter Marketing by Using Other People’s Ideas by Mark Earls

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