The Velvet Rope Effect: Why Being Selective Can Make Affluent Clients Want You More

In 1977, Steve Rubell and Ian Schrager opened Studio 54 in Manhattan—and one of the most famous parts of the club wasn't the dance floor.It was the door.Getting through Studio 54's velvet rope became part of the experience. Money alone didn't guarantee admission, and the people who made it inside felt they'd gained access to something not everyone could simply buy.There's an interesting lesson here for anyone selling an expensive service.In this episode of The Velvet Rope Playbook, I look at the history of Studio 54 and what its legendary door policy can teach us about selectivity, positioning and affluent-client psychology.You'll discover why being willing to work with everybody can weaken your positioning, how to create legitimate qualification standards without manufacturing fake exclusivity, and why the most powerful message may not be “Here's why you should hire us,” but rather “Let's first determine whether we're right for each other.”Because the objective isn't to make yourself difficult to hire.It's to make it clear that money alone doesn't necessarily make someone the right client.If you'd like more information about my books, programs and ways to work with me personally, comment MORE and I'll send you the details.And be sure to subscribe to The Velvet Rope Playbook wherever you listen to podcasts.#AffluentMarketing #LuxuryMarketing #ClientQualification #Positioning