Working Words That Sell: Wondering What’s Become Of Exclusivity? Join The Club

Posted by Shakirah Dawud in Marketing & Business, Working Words That Sell

The word exclusive makes a three-note, level-up jingle in the mouth and mind. We think of small groups of just the right people, in a place designed just for us. Closer quarters create a sense of intimacy and we’re more willing to engage, cement loyalty bonds, and take advantage of our mutual affiliation.

Exclusivity is becoming cheapened, though, by those who use it to grow massive email lists and club memberships that have only a minimal bar to entry. Think anyone feels like BJ’s is really an insider’s secret-handshake club? Here are a few ways you can bring exclusivity back, to your business advantage.

Products. Selections can contain unique items manufactured specifically for your buyers and no one else’s. Play up the reasons you think they’ll appreciate your consideration and good taste.

Press. Ask for exclusive rights to an interview with an expert, a keynote speaker, or insider about topics, events, and processes. Make sure it contains answers to the most important questions to your clients, and offer it to people who sign up, buy, or convert in some other way.

Groups. My rule of thumb: keep them small enough that you could keep track of each individual manually, even if you use a list–and give them a line of access to you that you won’t lose in the general crush. Don’t they deserve it? Of course they do!

Location. This is what we tend to think of most often regarding exclusivity. A club in the mountains, an isolated island. A spa with natural views like no other.  If you have that kind of bragging right, use it!

Time. My favorite fine jeweler in the area is open by appointment only. That means whenever I visit, the salespeople are willing to dedicate all their time to me. It makes my visit more special than waiting for assistance at the jewelry counter at Sears.

Access. Even though the world is demanding more open acess and transparency, there’s no one who doesn’t feel special when given access to something few others have. But use this wisely to avoid frustrating clients. Passwords that expire after a certain period, downloads that only work a certain number of times–these are for people who have a deeper desire to experience the value you can offer, and are ready to jump through a hoop or two to join your club.

Clientele. In higher echelons, it’s commonplace for people of a certain social stature to belong to certain country clubs or associations. They have certain achievements, connections, and even relations under their belt that give them a pass others don’t. What kinds of clientele are you targeting? Is there a “special” group among them? Call them out by creating content, products, and other services available only to them, via a special card or membership.

How else can you make your business exclusive? Any exclusive experiences that you disliked, service-wise?

Photo credit: sea turtle, courtesy of Flickr, CC 2.0.

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