The Power of the Velvet Rope Theory
My friend Fred is a caterer. An excellent caterer, as a matter of fact. Once, after eating one of his profiteroles I didn’t eat another dessert for weeks because I knew that nothing would compare, that all others would disappoint.
I’m always encouraging Fred to raise his prices and tell customers who only want him to do small events that he’s booked on that day. He thinks I’m nuts.
My point to Fred rests on the Power of the Velvet Rope Theory—that anytime you tell someone they can’t have something they want it even more.
I’ve developed this theory after years and years of going to clubs and live music shows. Put up a velvet rope and it doesn’t matter what you put on the other side, people will want to get back there. Seriously, a velvet rope and a bouncer saying, “sorry, VIPs only” and you’ve created insatiable demand. Most of the time, the party on the other side isn’t even half as much fun, anyhow.
In our capitalistic, materialistic society, price is the ultimate velvet rope. So, my point to Fred is raise your price and you’ll have customers knocking down your door.
All of this came to mind today after watching the latest Rocketboom installment on “Trashy Art” in New York City. Some guy is selling packages of authentic New York City trash. First, it was a low priced gag. Then, a mid-priced souvenir. And, finally, a high-price piece of art.
Again, it’s like the velvet rope…
Very true on both points. Fred is an *excellent* caterer. And on the velvet rope theory: we were in LA recently, on Abbot Kinney Blvd. on a Friday which was packed cheek-by-jowl with 20 somethings. There was a clothing store, just t-shirts and jeans, that put up a velvet rope and was keeping a waitlist. We overheard people in the line saying “What are we here for?” “I don’t know, but it must be good, there is a long line.”
Michael @ Herbivoracious.com
29 Apr 10 at 7:27 am
I appreciate the last new post.
Fay Cocks
15 Jun 10 at 11:46 pm