Marketing high-priced in-person events requires less "shtick" than digital equivalents. The inherent scarcity (limited seats), tangible experience, and human craving for connection are powerful, built-in marketing hooks that digital products struggle to replicate authentically.
While competitors focus on scalable AI and digital products, a significant, less-crowded opportunity exists in high-touch, in-person (IRL) experiences. This "anti-trend" approach creates a strong competitive moat and appeals to audiences fatigued by digital overload.
In-person events create a powerful, hard-to-replicate competitive moat. While rivals can easily copy your digital products or content with AI, they cannot replicate the unique community, experience, and brand loyalty fostered by well-executed IRL gatherings.
In an era of infinite, AI-generated content, physical info products (like Alex Hormozi's printed playbooks) have surged in value. Their tangibility signals curation and substance, making customers more likely to pay a premium and actually engage with the material compared to a folder of PDFs.
Position a premium, in-person event as the aspirational pinnacle of your brand. Even if most customers can't afford it, its existence builds immense credibility and social proof. This "legitimacy anchor" makes your more accessible digital products an easier sell.
Launch a premium event with minimal financial risk, even without a large audience. First, set a date and find a location. Then, use DMs to get soft commitments from a few ideal attendees. This validation covers initial costs before you officially book the venue or launch publicly.