Lessons from The Masters: Scarcity & Mystery

You know my favorite part of The Masters?

All the mysterious stories that people tell about what goes on inside, the quirky history, and the "fake news" hoaxes...

The Masters has definitely "mastered" scarcity. Everyone wants to get in, but almost nobody can actually see the place for themselves. Anyone who has been inside has the attention of everyone who wants to get inside.

That's why they get a lot of crazy second-hand stories (but that only raises the desire to get inside and see it for yourself!).

If you haven't leveraged scarcity at your event, it's definitely something to have a conversation about.