I was reading this post from George Ledo in another forum…

"For many years now, I've been fascinated by how many people in this country seem to have no conception of professional live theatre. From what I've seen on both coasts over the past fifty-odd years, the only reference to live theatre most people have is the school play, either from being in it or having their kids take part in it. Either that or community theatre, which is mostly run by volunteers and hobbyists. When people have asked me what I do, and I said I was a theatrical designer, I've had responses like "oh, which school do you teach at," or "do you volunteer at such-and such." Others asked me what I did for a living, and still others said, basically, "well, if you don't teach, where do you design?" When shopping for something and mentioning it was for a play, the response has often been, "oh, for the school play." When meeting people for something or other, they often assume that I'm busy on evenings and weekends, which is when most community theatres do their work."


This post got me thinking. As I was reading it, although it pertained to live theater and Georges theatrical design career, while I was reading it the same went through my mind as it pertains to entertainment business.

In these situations we have two choices…1. Just accept that this is the way it and deal with it as it is, …or 2. Put in the careful thought and effort to try to change this and do something about it.

This is exactly why all of this old, blah, conventional business beliefs and perceptions is nothing more than accepted BS and rah-rah nonsense that helps nobody. It only enforces the short-comings and disillusioned perceptions of the wrong perceptions and the given assumptions that exist.

This is exactly why the general public and masses know nothing about shopping and booking entertainment. They use their default mentality that is the same for buying tires, candy bars, manure, and biscuits.

Businesses that simply accept the perceptions and assumptions will only be minimal or limiting at best.

That is why I decided long ago to actually do something about this. The first thing I identified is that people do not know how to shop or buy (book) live entertainment. I realized it is not normal, and they do not know what is available in the marketplace, what the differences are or that there are differences at all, and how they should be shopping for entertainment. Where they should be shopping for entertainment. They have no idea and I realize that, so you either choose to appeal to their ignorance or to enlighten and teach them the proper way to do this. The what and why’s they should be looking for. The elements and components that are of most importance to them and their venue or event whether they know or realize it or not.

You become the educator, the person that opens up a whole new world of insight and information that they learn and can immediately apply to what they are seeking. An educated consumer is best for all parties involved - themselves, us the entertainers and entertainment business owners, and ultimately the attendees and guests of the event. It truly not only creates a true win-win-win situation and outcome, but it empowers the prospect. Education is empowering. They now know they are armed with the knowledge and goods to make a much better, educated and proper buying decision than they could have every possibly know on their own. They know what to look for, where, the questions to ask and consider that they never even thought of on their own.

I always enjoyed this process. It is great for a couple of reasons. First, the joy and reward of seeing them get it. You can see when the lightbulb goes off over their head when they see and can imagine exactly the new information you are providing them. You see them becoming empowered. They are now an informed and educated consumer, not someone going into conventional uses blindly or on based on their own feelings (the absolute worst thing an uneducated consumer should be listening to - which almost guarantees them a bad experience with some the of regret later.)

Secondly, it makes you the hero. You are the one that took the time with them that educated and empowered them, and create a whole new world of understanding and vision for them. You have not only educated and empowered them, but what you have also done is two things…You have now set the bar for what they know now and are seeking, and you have (in the process of doing this) positioned yourself as their best, most likely choice. Plus, no they trust you and feel you have their best interests in mind. Few will ever continue to look beyond your entertainment business, and even of they do, almost no one will be able to compete with what they now know and want you, so they will quickly return to your and your expertise for their needs. Even if it costs more!

There is actually so much more that can be said about this topic, concept, and process but I’ll stop here for now,

This information is much more useful, applicable, and valuable that any AI-generated, blog-type posts that is really not very useful or helpful at all. It is the difference between generic, theory-based nonsense or actual real-world, market-specific, proven, time-tested strategies and business approaches as it pertains specifically too entertainment business with assured results.

Thanks George for stimulating the thoughts within myself to bring it here. Thought-provoking insight came from your post and reminds us that general anything - assumptions, perceptions, and advice is not always in the best interest of anyone involved. Market-specific insight is where value is created. It is amazing how this applies to George’s magic and take on performing, professional set design, the layman’s perception of theater and “plays” including set design, and really so many other professions and industries.

Idk you can make people see, learn and understand something deeper than they have on their own, their is immense value to this and they will continue to choose you over and over again.

Wow, I've never been quoted like that before! Glad I stimulated some thoughts.

This brings me to something else that goes right along with what you're saying: advertising.

Many years ago, (I'm thinking of Sears and MW catalogs from the early 1920s), ads were about the product: the features and details, and they often went on and on in fonts so small they were hard to read. Fast forward to mid-century, give or take, and ads and commercials focused on the benefits: what the product could do for you. Fast forward again, and nowadays ads and commercials are about lifestyle: buy this and you too can do that. I've seen commercials where I didn't have a clue what the product was until the very end. And companies are paying money to produce these because they work.

Your comments about educating people kinda go along with this. If they're focused on features and details (and price), show them the "lifestyle" they can have when they buy your product.

Yea I am the worst. I am the exact opposite. Either you know why you are calling me or you don't. I don't have the time or the patience to educate ANYONE about how to purchase me. This is part of why I 99% of the time do shows where people can just buy tickets to see me.

I AM NOT saying it is the right way at all. Unlike Mindpro I loathe the process! I have gone out of my way to NOT have to engage in the process at all.

I say that knowing that I have had to have an entire business based on not doing these things. This is NOT a model I recommend. I also absolutely do NOT recommend the default model. What Mindpro suggests here is a great way to go.

In reality I will say for me, and ONLY ME, I would not change a thing with how I operate. If I had to choose between doing the default thing everyone gravitates toward or what Mindpro is putting forth here, I'd put in the work to do what he suggests.

If you try to educate them you have to be really careful how you do it or they may think you are an arrogant windbag or whatever. When I was an agent I was pretty good at getting them to use my entertainers, but I did experiment a bit. One time when trying to book one the best local cover bands for an event, I guess I took the wrong approach, maybe tried too hard to educate them, maybe my tone of voice was snooty or something. I got a call from that band a few days later. The woman had called them directly and told the band that I came off as arrogant or whatever, and the band didn't want me to represent them anymore. I'm pretty sure that I didn't usually talk to people that way, but after that, I made extra sure. The funny thing is, about a year later I booked them for my own wedding, I guess they forgot that I was the same guy, or they didn't care.

Sorry to hear that Dan. It is one of those things where there is a right way to do it, and dozens of wrong ways to do it. It can not be a "sell" it must be an educate. Of course you always find some that think they already know it all and they either have to be corrected in their thinking, or left to sink on their own following their own uneducated, ignorant beliefs. It was always much easier to do this with women or if it were a couple talking to both but primarily addressing the women as well.

Glad it all worked out for you in the end.