Business Marketing Entrepreneurship

Oversubscribed: How to Get People Lining Up to Do Business with You (Summary)

by Daniel Priestley

A struggling restaurant owner was on the verge of bankruptcy. His friend gave him some strange advice: take down the 'Open' sign and replace it with a sign that says 'Fully Booked.' He reluctantly agreed. Within hours, the phone started ringing with people begging for a table. Soon, a line formed outside. The restaurant became the most popular spot in town, not by chasing customers, but by signaling that it was the place everyone wanted to be.

Become the Signal, Not the Noise

In a crowded market, the goal is not to shout the loudest, but to become a clear 'signal' of value and authority. Being oversubscribed creates powerful social proof, attracting more and better clients who want what they can't easily have.

Think of a nightclub with a long, velvet-roped line outside. The line itself is the marketing. It signals that something exclusive and desirable is happening inside, making people want to get in far more than if they could just walk right in.

Run Your Business Like a Hollywood Movie Launch

Stop the endless, low-level marketing grind. Instead, structure your business around distinct, high-stakes 'campaigns' with a clear beginning, middle, and end. This creates anticipation, urgency, and a reason for people to act now.

Apple doesn't just continuously sell iPhones. It stages massive launch events. There are rumors, a keynote announcement (the premiere), a pre-order window (building hype), and a launch day (the opening weekend). This turns a product release into a cultural event that people line up for.

People Buy After 7 Hours of 'You'

Before a prospect will buy from you, they typically need to spend seven hours engaging with your ideas and philosophy. Build an ecosystem of content (blogs, podcasts, videos, books) that allows them to 'spend time' with you and build trust on their own terms.

A business consultant wants to land a high-ticket client. Instead of cold calling, she publishes insightful articles on LinkedIn, hosts a free webinar, and appears on industry podcasts. A potential client who reads three articles, watches the webinar, and listens to two podcast interviews has already spent hours 'with' her, making them far more likely to buy when they finally connect.

The Market Dictates Your Capacity

Don't let your current capacity limit your marketing. You should first generate demand that exceeds your ability to supply, and then scale up to meet it. This forces you to innovate, systemize, and increase prices.

A solo graphic designer gets 20 project inquiries but can only handle 5. Instead of turning 15 away, she can raise her prices significantly for the top 5, partner with other designers to handle the next 5, and create a digital course for the remaining 10. The excess demand becomes the catalyst for growth.

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