# Daniel Priestley — Oversubscribed Positioning

From *Oversubscribed: How to Get People Lining Up to Do Business with You* and *How to Price Your Platypus*.

## Core Idea
> "The best businesses do not chase customers. They create situations where customers chase them."

Design your business so demand exceeds supply.

## 7 Principles of Becoming Oversubscribed

### 1. Become Known for Something Specific
You cannot become oversubscribed if you are generic. Pick a niche, stand for something clear.

### 2. Create Demand Before Selling
Never sell immediately. Build interest first, create a waiting list, then open.

### 3. Use Scarcity and Constraints
People value things more when supply is limited. Design capacity limits intentionally.

### 4. Run Campaigns, Not Constant Marketing
Anticipation phase → Launch phase → Sales window → Close. Campaigns create momentum and urgency.

### 5. Build Social Proof and Signals
Waiting lists, testimonials, case studies, press mentions, sold-out events. Signals reduce risk in the buyer's mind.

### 6. Create a "Remarkable" Experience
Spend money making the experience so good people talk about it. Word of mouth becomes the marketing.

### 7. Design Around Capacity
Know how many clients you can serve well. Cap supply. This forces focus on quality, pricing, and experience.

## Applied to Estate Agency
- Launch dates for properties (not just "on market")
- Buyer waiting lists
- Exclusive viewings
- Campaign-style marketing
- Limited seller capacity ("We only take X instructions per month")

## The Platypus Test
> "Can someone easily compare what I do with someone else?"

If yes → you're a commodity. If no → you're a platypus.

Goal: become unique and difficult to compare. When that happens, clients stop asking "Why are you so expensive?" and start asking "How do I work with you?"

## 7 Factors That Create Pricing Power
1. Specialisation
2. Reputation
3. Intellectual property (named systems, frameworks)
4. Demand (scarcity signals)
5. Client results (proof)
6. Personal brand
7. Experience