While I agree that scarcity sells in dating scene (fewer people doing it means fewer competition), I think there is a counter-point in follow-the-herd mentality.

I have spent more time in the dating scene than any other (practicing it, not selling it :p) and many people I knew (myself included) went for the tried and tested techniques that EVERYONE is buying into. Only those that were new into this scene purchased those techniques – simply because it had lots of location independent testimonials. I think that when it comes to dating, people want low-risk option, so most would happily buy something till the time it becomes cliched (The Game by Neil Strauss is a perfect example. People initially worshiped him for his techniques till there were 2 people hitting on a girl in a club using the same chat-up lines).

Guess my point is, lack of scarcity only comes in when two guys use the same techniques to pick up a girl, and are found. I remember conversations in a club (my friends’, not mine – I never used Neil’s stuff) where girls would respond to an opener by ‘You know! I read the same thing in a book called The Game. Have you read it?’ It was surprising, partly because my friends never thought that those girls will touch a book, but also because suddenly something that was widely accepted as the norm had become a negative thing. Yet some people still use those openers successfully, guess not all girls have read that book.

I digress, good times!

But yes, I think ‘everyone is buying’ principle can work in dating scene, as long as two people using the same technique don’t meet in person.

Thanks for the good read.

By the way, I love reading your articles. Very insightful and help us marketers incorporate the psychological aspects into our business. What’s your background by the way? I am intrigued as to how you come up with all these insightful ideas.

Although your ideas are great, are they just your theories or have you gotten real life positive results?

Thanks for writing it up so we can discuss it, though! Good stuff.