For all the talk about connecting and engaging with audiences, there seems to be a hesitancy in actually doing so.
People reference statistics and studies of what’s happening around the nation in regards to audience and attendance.
It’s not often you see anyone reference their own audience though
But isn’t that the most important audience of all? The ones who actually come to see your work.
Maybe it seems uncool to hear what people, who may not appreciate your work on the same intellectual level as your peers, have to say about your work.
But do you know who may think it’s cool? Your audience. They like to voice their opinions and their perspectives are extremely valid when is comes to other potential ticket buyers.
Two things happen when you showcase your audience
- Your audience shares their enthusiasm about you.
- Your potential audience puts themselves in the shoes of your existing audience.
1. Your audience shares their enthusiasm about you.
Let’s say you start showcasing your audience in your marketing, whether it be on your website, in an email or in a video. This creates an opportunity for someone who loves what you do to talk about themselves. The person they care most about.
They get to say, “You should see this video I’m in.”
They send their friends to see it. And in it they’re talking about you and your work.
It’s simple social proof. And they’re going to stand by their comments because it’s documented for everyone to see.
2. Your potential audience puts themselves in the shoes of your existing audience.
Now when someone else sees this promotional material they try to see if they can relate to the person in the material. And this becomes even more powerful if it’s some they know and trust.
Think about how powerful recommendations from our friends really are.
It’s not about you, it’s all about you
Can you see how this simple shift in approach makes a big difference. You stop focusing on you and then people start to pay attention to YOU.
Sure it’s counter-intuitive but hey that’s the way it works.
So how can you get out of the way and start including your audience? Or do you have examples of people doing this already?
Good stuff, Dave, and valid points. Whether you call them customers, members, or subscribers, peer-driven messages engage readers around the key concerns and values that matter most to them. Case in point, I manage a monthly trade magazine called “HealthLeaders.” Our most read cover story in print and online is called the HealthLeaders 20–which highlights profiles of readers who have made healthcare better. Sometimes the professional communicator needs to know how best to get out of the way and let peers interact and share.
Very cool Rick. Thanks for the comment.
That seems to be the biggest key, listening for those, “key concerns and values that matter most to them.”
Thanks for the confirming stat too.
Y’know, it’s funny, but if a Broadway show were to put “‘I felt like a kid’ – John Q Public, Audience Member’ on a POSTER, I think people would mock. Well, I would. But having real people in a video talking about their experience is entirely different. I think what you see THERE is passion and excitement, which communicates more than a pull-quote or still photo can.
I’d be interested in filming audience reactions on a future project….
Kris, thanks for the comment.
You make an important distinction. There’s something that comes across from the video a pull quote can’t touch.
But a smaller house that focused on community has potential to make it work.
Thoughts?
Effing brilliant, Dave.
Don’t know if you’ve noticed, but Broadway.com does “theater-goer reviews,” They hit the sidewalk post-show and video audience members talking about the show.
Here’s why it’s brilliant: Broadway.com doesn’t have to worry about pissing off the Broadway shows that advertise and use their ticketing service by having an actual critic on staff. And, Broadway.com grows their brand when their citizen-critics send out their “hey, check me out!” email.
Hey thanks stranger!
Very cool. I didn’t know Broadway.com did that. Good for them. Good for Broadway too!