Embedded Marketing Book

Shaan and Craig discuss a marketing strategy that uses scarcity and reverse psychology to drive sales, which they refer to as "embedded marketing" - a concept they believe deserves its own book.

Key Points:

• Reverse Psychology Marketing Approach:

  • Instead of saying "come get it," they apologized in advance for limited availability
  • Used messaging like "we're so sorry, you're probably not gonna get it"
  • Created perception of scarcity without explicitly promoting it

• Real-World Example:

  • Shaan's company implemented this for a product launch
  • Sent an unstyled personal email from the founder
  • Message apologized in advance for expected sellout
  • Promised to have more inventory for future launches

• Results:

  • Normal successful launch would be ~800 sales
  • Using this approach, they achieved 2,800 sales
  • Represented their biggest sales day ever

• Similar Historical Example:

  • Early infomercials changed from "operators are standing by" to "if you get a busy signal, please call again"
  • Created perception of overwhelming demand
  • Made customers feel relieved when they got through

• Book Opportunity:

  • Both agree "embedded marketing" deserves its own book
  • They've been "casually talking about writing a book"
  • Considering audience pressure to motivate them to write it