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BrainScripts for Sales Success: 21 Hidden Principles of Consumer Psychology for Winning New Customers by Drew Eric Whitman

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FACT: People want what they can’t have. They also have a strong desire to possess that which is rare or limited in number.

This seems to fly in the face of classical economic theory, which teaches us, as illustrated by the supply-demand curve, that when the price of an item drops, the demand will increase, and when the price increases, the demand will drop. However, this is not always true. Sometimes, in fact, just the opposite happens.

In the following example, the same item is represented in two different ways. The difference in the feeling that the scripts present is dramatic. Word choice alone directly affects the level of desire created ...

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