Sugarman Trigger #14 - Desire to Collect
Sugarman says the desire to collect is very strong in humans. He once sold model plane tale fins made out of silver, and got the brilliant idea to send out a special wooden case that held all 8 of the tail fins in the collection.
Every time a new tail fin was released all the people who got the special case would buy one! Something about having this nice case, but an incomplete collection of the tail fins really motivated people to buy the rest of the collection.
Even with Sugarman's BluBlocker sunglasses company, as the brand got popular people just wanted to own all the different styles of sunglasses they made.
They would release "collections" of certain glasses, and the superusers would want to own them all.
Image Description
A stick figure with a quirky expression stands next to a grid labeled "Collect Them All!" filled with icons, representing the concept of collecting items to complete a set.
Positive Aspects
The image cleverly captures the essence of the "desire to collect" by visually representing the idea of completing a collection. The playful stick figure adds a humorous touch, making the concept approachable and engaging. This illustration effectively ties into the blog post’s theme by symbolizing the human drive to complete sets.
Key Takeaways
- The desire to collect is a powerful motivator in consumer behavior.
- Creating a collection with an incomplete element can drive repeated sales as customers strive to complete their set.
- Offering collections, like Sugarman's BluBlocker sunglasses, can entice superusers to purchase all available styles.
Additional Insights
Joe Sugarman’s strategy taps into a psychological trigger that many marketers overlook. It's like Pokémon for adults—gotta catch 'em all! By understanding this innate desire, brands can create products and marketing strategies that capitalize on the natural human inclination to complete a set.
