Tactic 29 of 99
The Velvet Rope
Exclusivity sells what features can’t.
What it is
Make something hard to get, and people want it more. “Members only.” “Invite only.” “Guest list.” Exclusivity signals value and status, even when the thing behind the rope is ordinary.
Spot it
“Members only” that anyone can join. “Invite only” with a sign-up button. The feeling that you’re lucky just to be let in.
Counter it
Strip off the rope. Would you want this if anyone could walk in and buy it? If not, it’s the rope you’re paying for.