How to build insatiable demand for your offer

Last night I went to the NewJeans concert in Tokyo.

If you don’t know…

NewJeans and TWICE are my two favorite K-pop girl groups (and I’m going to TWICE next month. What are the odds they’re here while I’m visiting!)

Man…

The energy of the stadium was electric.

And the aura and energy of the performers was 100x more magnetic in person vs watching their videos online.

Makes a ton of sense for all the hype.

So after the show, I really wanted to buy some merch.

So I asked one of the people running the event where I can buy merch.

I walk over, and they get me to scan a QR code to order online so I can pay them cash there then they’ll give it to me.

I stood there for no joke, 10 minutes waiting for the fucking thing to load.

When you’re in a big arena like that with lots of people for some reason the wifi / data just doesn’t work.

So finally the page loaded, and all of it was sold out that night.

But it turns out there’s a NewJeans pop up shop in Shibuya (a 30 min train from where I am staying).

So this morning I went to get there shortly after it opens at 11am.

The lady there said because I don’t have a ticket, I can come back at 12:30pm.

Cool.

So I went to grab lunch.

To add insult to injury…

I saw these girls walk into the restaurant repping the merch I wanted.

I finish up and go back to the store.

Only for them to tell me I CAN’T go in UNLESS I have tickets.

So I stood there for 8 minutes trying to communicate on what I need to do to buy one of these hats and t shirts.

So now…

Because of how hard it’s been to get a fucking HAT AND T SHIRT AND STICKERS FOR MY LAPTOP…

I’m going tomorrow morning at 8:50am to get tickets… and I literally have to wait around til 11am when the shop opens to buy.

And it’s 80+ degrees fahrenheit and almost as humid as Miami.

Ya boy is gonna get merch if I have to die trying and stand in line for 2 hours.

Here’s the psychology behind how this whole thing works (being super transparent as stupid as the following might sound):

I want to be associated with people who listen to NewJeans.

It’s cool.

It’s fun.

I love their music.

It’s IDENTITY AND STATUS (if you watched my YouTube video on 7 ways to increase the perceived value of your offer, you know about this).

It gives me a sense of belonging - especially when I see other people repping the merch.

Repping their merch is something for me to feel PROUD about ← big key here for you with your offers, they gotta feel PROUD to tell others they purchased from you.

Again…

Told you I’m gonna tell you everything here and break it all down without filter.

So how do you apply this to your biz?

Especially since if you’re reading this…

You probably sell coaching, not korean pop girl band merch LOL.

So here you go:

Irresistible Offer + Low Access = Insatiable Desire

In this case…

Offer = Merch that represents a part of my identity and gives a sense of belonging

Low Access = All the goddamn hoops I have to jump through to get it

Now here’s the thing.

This formula is incredibly important…

But most people stop THERE.

That’s why they struggle with getting leads and clients with their social media content.

Because the key to converting people is wrapping your Offer + Low Access in a strong Message.

Aka how you articulate what you do.

You can have the best offer in the world…

And have hoops to get to it.

But if people don’t really care for it or aren’t interested in it from your content…

You’re gonna have a bad time.

Because it’s not as simple as “here’s a t shirt” like this case.

Selling coaching and consulting is something different altogether.

You need to be able to clearly articulate what you do, how you serve, and who you serve in your content.

THEN add on the offer + low access.

Then you’re off to the races.

Ed “NewJeans Lover” Reay

P.S. I’m writing this from Starbucks and am surrounded by people wearing the NewJeans merch I wanted.

I am livid.

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