There’s a simple law: no one buys anything unless it produces more value than it costs.
That law applies to sneakers, vacations, and yes… to you – Mr. or Ms. Salesperson.
Clients don’t buy from you because you “need to make monthly numbers.” They buy because you deliver more value than the next. And in a world of look-alike proposals and cookie-cutter ads, how do you make sure you’re seen as valuable? Why pick you and not someone else?
One word: scarcity.
When something is scarce, it becomes precious. Gasoline is necessary, but it’s cheap compared to bourbon that’s been aging in a barrel for 20 years. A plain hamburger is easy to get, but people will wait an hour in line for the one legendary burger joint in town. Front-row seats at a sold-out stadium? Scarce. The bleachers at a minor league game? Not so much.
The same is true in our business. A rep who’s easy to replace gets treated like tap water. A rep who’s hard to replace gets treated like single-barrel whiskey.
How do you become scarce?
- Bring insights, not just packages.
Anyone can quote rates or flaunt the latest rankings. Few can connect marketing dots, explain how creative is the biggest factor in ROI, or show how top-of-funnel radio makes every other tactic stronger. - Write ads that don’t sound like every other ad (or like ads at all).
Generalities are wallpaper. Specifics are sticky. Dig deep, use stories, and create copy that competitors can’t duplicate. - Ask sharper questions.
Scarcity comes from perspective. If you uncover something about a business that the owner hasn’t articulated before, you become indispensable. - Invest in creative thinking.
Big ideas are harder to come by than cheap rates. If you bring them, you instantly set yourself apart. Sometimes all it takes is a quiet room and a few thinking caps (don’t forget you have a team who can help). - Genuinely care about your clients’ success.
Business owners want someone who cares about their success, not just their spend. That genuine care can’t be faked.
Scarcity creates value
The market pays more for what is rare and hard to replace. If you want your career to command “front-row ticket” energy instead of “cheap-seat” treatment, stop being interchangeable. Create value in ways your competition won’t – or can’t.
Anyone can sell advertising (or try). Not everyone can become scarce.