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F-Commerce Handbook by Paul Chaney, Paul Marsden

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SECRET 5

SELL WITH SCARCITY

To my mind, the old masters are not art; their value is in their scarcity.

THOMAS EDISON

DESPERATE FOR DIAPERS

Picture this: You’re a young mom chatting with a friend on Facebook; shopping is the furthest thing from your mind. But then you catch a status update from another friend in your Facebook News Feed and discover that Pampers has just started a “flash sale” on its Facebook page, selling a limited quantity of new Cruiser diapers to Facebook fans before they hit the stores.

Your interest is piqued, you tell your friend, and you both click through to the Pampers store on the brand’s Facebook page. But there you find that the 1,000 packs of Cruisers on offer have already sold out, and that the sale ended within ...

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