I’m not a golfer. Well, I’m a great mini golfer, but when it comes to the serious game of golf, it’s never been my thing. It was just a fluke that my daughter and I happened to be eating lunch in a restaurant that was televising the final round of the Masters, and we watched Tiger Woods win his fifth Masters Tournament.

With an innocent musing, “I wonder if Tiger has five green jackets now,” we embarked on learning more about the tournament, its history and its rules. Interestingly, there are quite a few marketing lessons for all of us packed into this 85-year-old event.

Create a hallowed ground: The Masters is always held at the Augusta National Golf Club. It’s one of only four major golf tournaments that do not rotate venues. The club treats this event with reverence; bad manners, taking a selfie or dressing inappropriately will all get you kicked out. (I know this for a fact. I have a friend who was escorted out in 2017.) The exclusivity of it makes it something that people put on their bucket list.

There have been plenty of brands that have created this same type of aura, like the American Girl stores. Not only can you buy dolls and accessories there, but you can bring your dolls in for medical treatments (repairs), enjoy tea parties with your friends and everyone’s dolls in attendance, and be shown the secret of upcoming dolls.

Create a trophy: It doesn’t have to be a green jacket. It could be a membership tier, a pink Cadillac or a thank-you cruise for your best clients. Humans are competitive by nature; when we win, we want to show it off.

Be careful when you create your trophy that you build a sense of exclusivity into whatever it is.

If everyone can achieve it, it’s no longer something special. Another way to make it feel more exclusive is to restrict its use. Only the current champion can take their Masters green jacket off the club’s premises, and that privilege only lasts one year. Once a new winner is crowned, the previous year’s winner must return his jacket to the club and only wear it on club grounds or if they are officially representing the event.

Be bold in claiming your place: The story goes that when Bobby Jones and Clifford Roberts, the two founders of the event, were brainstorming names, Roberts proposed the Masters but Jones thought it was too presumptuous and so it was launched under the name the Augusta National Invitational Tournament. Five years later, Jones gave in, and it has been the Masters Tournament ever since.

By using such strong language, the founders set the tone for the competition. How do you talk about your own brand and your company’s products and services? Do you use ordinary language? Does your copy make a bold promise about how you stack up against your competition?

Granted, this is a fine line to walk. Over-promise and it becomes a hollow brag. When you can deliver something remarkable, tell the world, like FedEx used to tell us “when it absolutely, positively has to be there overnight.”

Odds are you aren’t going to attract Jack Nicklaus or Tiger Woods to become customers of your organization. But you can absolutely create the same sense of awe and exclusivity that the Masters has so artfully manufactured to attract your industry’s best of the best.

Everyone wants to be a part of something special. Use the lessons of arguably the world’s most famous and exclusive golf tournament to help you craft your own green jacket event.