Have you ever had people clamor outside your business for your goods or services? Have they been hyped out of their minds to get your next great offering?
For most of us, the answer is a solid no — but it’s not unheard of. One of the greatest examples of people going gaga for a shiny new product is Apple. People used to pack city blocks waiting for the next release of the iPhone.
While people don’t do that anymore thanks to Apple’s more efficient online ordering system, there are still a number of businesses all over the world where people will stand in line and wait hours on end for some magical product or service they just have to have.
People will devote their time and money to shoe stores, tech retailers, toy stores, ticket sellers, and even restaurants, such as the famous Voodoo Doughnuts, based in Portland, Oregon). What do these businesses have that you don’t?
This question is answered and elaborated on by Daniel Priestley in his book, “Oversubscribed: How to Get People Lining Up to Do Business With You.” Priestley started his first business at age 21. Within five years, he found himself at the top of a multimillion-dollar company.
‘Oversubscribed’ Brings It All Together
In essence, Priestley figured out the key to getting people to line up for what he had to offer — and you can do the same, regardless of your industry or what you sell.
“Oversubscribed” offers insight into growing your business in a way that fosters genuine demand. No, people aren’t going to be beating down your door, but as Priestley explains, he doesn’t want you to leave any stone unturned when it comes to bringing in more customers and earning more revenue.
That said, many of Priestley’s ideas and methods are not necessarily unique — at least, not in the sense of growth or generating revenue. There’s a good chance that, as you read “Oversubscribed,” you will tread over familiar territory, especially if you regularly read small business blogs or books.
The difference here, though, is that Priestley presents ideas in a way that is straightforward. For instance, you may run into a concept you’re aware of but didn’t fully understand or couldn’t figure out how to implement in the context of your business. You won’t feel lost here. Priestley explains it all in an accessible way that just about anyone can appreciate, regardless of your experience in small business.
The Secret Formula
A lot of what Priestley discusses comes down to delivering a “wow” or “delight” — that is, going above and beyond for customers. When you can drive your current clientele wild, more people will come to you. If you’re a regular to The Newsletter Pro blog or get our monthly newsletter, you know just how important delivering a wow really is.
Taking it further, Priestley dives into ideas of exclusivity and scarcity — elements you can work into your marketing and approach to business — to make it happen. People love exclusives. They love to feel that they are getting something unique or limited. It creates a sense of urgency, and it feels good to know you have something few others have.
Whether you’re an experienced entrepreneur or you’re opening your first business, chances are good you’ll finish “Oversubscribed” with a few new insights. You’ll also be eager to implement the ideas within. The next thing you know, customers will be lining up down the block to devote their time and money to you!