By Application Only

A client in the finance sector began requiring new clients to fill in an “application form” before he would work with them.

Initially, this was because he became sick of dealing with shonky, unreliable clients. He wanted to filter out the bad clients early – and creating an application form would just make the admin around this easier.

Soon, he was inundated with requests for his services – to the point where he had to put up a notice advising that he was now only taking applications for a waiting list.

This did nothing to turn clients away.

In fact, it led to a further increase in demand for his services – which were now even more scarce than before!

Scarcity works: in scary and unexpected ways.