Building exclusivity around a product makes it more
desirable for a lot of users. Exclusivity can be built by making the usage of
the product invitation only (which has been used by many startups) or based on strict
profiling of users. When this happens, users feel the product is for a limited audience,
thus leading to the urge to be part of it.
Pinterest initially was invitation only. Any user could request
for an invitation. An email used to be sent to the user to acknowledge the
request and to inform the user about a long waiting list and that they would be
allowed to join in as soon as possible. This helped in creating a lot of buzz
for the product.
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