{"id":3891,"date":"2023-12-20T14:41:23","date_gmt":"2023-12-20T22:41:23","guid":{"rendered":"https:\/\/www.scot.fun\/damentals\/?p=3891"},"modified":"2023-12-20T14:41:25","modified_gmt":"2023-12-20T22:41:25","slug":"ticket-buyers-easy-communication","status":"publish","type":"post","link":"https:\/\/www.scot.fun\/damentals\/ticket-buyers-easy-communication\/","title":{"rendered":"Ticket Buyers : easy communication"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">We have a lot to manage with shows and we\u2019ve gotta communicate with a lot of people to make it happen. I found a shortcut to communicating with customers. It\u2019s what lead to selling out every week for a show that nobody wanted in the most difficult place to sell tickets on the worst night of the week\u2026 while Meranda and I were wearing all the hats producing the #1 show in LA.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I invented the sentinel technique. The gist is, I pick my favorite customer. A real person who has bought from me, who gets what I\u2019m doing and who has high value. I talk to them. This serves them well and attracts other people like them. The sentinel guards our treasure for us.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sales become higher value when they\u2019re specific to a customer. When a customer says \u201cfuck yes! This is made just for me!\u201d They are going to be willing to bring more to the table and expect less.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Start with the impossible, then figure out if it\u2019s realistic.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our customer had a real name. We called him \u201cShary\u201d ( because he shared the show so much ) so he wouldn\u2019t be creeped out if he caught wind. &nbsp;Shary was our sentinel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He believes good live entertainment could happen in LA and he wants his friends to know about it. He loves being in the know about underground entertainment. He also\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Likes obscure music<\/li>\n\n\n\n<li>Is a member at the magic castle<\/li>\n\n\n\n<li>Wears expensive shoes<\/li>\n\n\n\n<li>Is single<\/li>\n\n\n\n<li>Lives in an apartment<\/li>\n\n\n\n<li>Works at a big production company<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">I knew a lot about him, so I could get very specific in communicating with him. I could go extremely specific with any aspect of who he is and it would still be okay with people who don\u2019t fit his profile. &nbsp;I was surprised when I started serving him, how people started coming in that were insanely the same as him.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I would write an email to him\u2026 completely to this one real guy\u2026 then I would take his name off the top of it and send it out to our 4000 person email list.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is so much easier to write an email to one person instead of trying to figure out what\u2019s going to hurt someone\u2019s feelings, or is going to be unappealing to a low value ticket buyer.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If I thought something I was doing was too specific to Shary, I could always pull back and be \u201crealistic\u201d at that point. I started with the impossible idea that I could have and attract only dream customers, and I tried to see how far I could go with that. It always worked and it got us to sell out every week quickly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The sentinel helps with everything<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since I see all this marketing, sales, value stuff holistically; I started booking the show to still have a good singer songwriter, but now I wanted one that Shary has never heard of. I wanted to book great magicians that he has heard of so that he could tell his friends \u201cthis is the week to go!\u201d I made TV appearances not caring how many general ticket buyers would see it. I wanted a clip that Shary could share with his friends. I wanted to help him have more credibility with his friends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are the ways marketing people define their audiences in ascending order of efficacy\u2026<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u201cEverybody\u201d &#8211; we think every single person in the world is a potential ticket buyer<\/li>\n\n\n\n<li>Demo \/ Psychographics &#8211; try to make a profile of ranges of attributes for customers (eg: age 30 to 45, female, $100k-$500k salary)<\/li>\n\n\n\n<li>Avatar &#8211; a fictional profile of a customer who represents a slightly narrower demo\/ psychographic<\/li>\n\n\n\n<li>Sentinel &#8211; just some weirdo<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">We have limited bandwidth. We need every move to be surgical and powerful. We don\u2019t need everybody. Whether we\u2019re in an arena or a black box, we have a limited number of tickets to sell, so we want to reach the minimum viable audience with really high value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The next step is to think of who our sentinel is, then write down everything we can think about them. Go crazy on the details.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It takes bravery to be focussed. Being scattershot takes less responsibility because it\u2019s unclear whether we\u2019re succeeding or not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFor myself, I always write about Dublin, because if I can get to the heart of Dublin I can get to the heart of all the cities of the world.<strong>&nbsp;In the particular is contained the universal.<\/strong>\u201d &#8211; James Joyce<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Get a sentinel and serve them. They will bring a horde that will serve you. Hope this helps to cut through your workload.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We have a lot to manage with shows and we\u2019ve gotta communicate with a lot of people to make it happen. I found a shortcut to communicating with customers. It\u2019s what lead to selling out every week for a show that nobody wanted in the most difficult place to sell tickets on the worst night [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"facebook_10158666434799935_26707174888":"","twitter_aToyMjM4MTQzMDs=_22381430":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-3891","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pc33gc-10L","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":3934,"url":"https:\/\/www.scot.fun\/damentals\/branding-shortcut-scot-nerys-sentinel-technique\/","url_meta":{"origin":3891,"position":0},"title":"Branding Shortcut : Scot Nery&#8217;s Sentinel Technique","author":"scot","date":"July 19, 2024","format":false,"excerpt":"My goal with marketing and curation is to have people say \u201cFuck yeah! This is made for me!\u201d So I don\u2019t play the numbers game. I play the quality and value game. I try to find the ideal customers that have a huge lifetime value so that when I get\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/07\/sentinel.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/07\/sentinel.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/07\/sentinel.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/07\/sentinel.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/07\/sentinel.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4154,"url":"https:\/\/www.scot.fun\/damentals\/find-the-sentinel\/","url_meta":{"origin":3891,"position":1},"title":"Find the sentinel","author":"scot","date":"August 20, 2024","format":false,"excerpt":"I have this sentinel technique. Pick a past customer that's high value (beloved) Serve them People think i mean make marketing for similar people. I think it's easier to just make stuff for them. Sometimes it takes a little imagination and a ton of empathy. I really mean serve that\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3889,"url":"https:\/\/www.scot.fun\/damentals\/more-ticket-revenue\/","url_meta":{"origin":3891,"position":2},"title":"More Ticket Revenue","author":"scot","date":"December 20, 2023","format":false,"excerpt":"I\u2019ve been having a bunch of candid conversations with people who are trying to sell more tickets or get more attendance at things. I\u2019ve gained a lot of insight on what\u2019s working and what\u2019s not working in this new post-COVID, pre-AI world. The basic thing is that people are more\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3905,"url":"https:\/\/www.scot.fun\/damentals\/sentinel-technique\/","url_meta":{"origin":3891,"position":3},"title":"Sentinel Technique","author":"scot","date":"January 26, 2024","format":false,"excerpt":"https:\/\/youtu.be\/MtOaKtkLkI8 Branding the easiest way I can think of. 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That's not how I want to live - trying to keep up with lies; having customers\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/12\/bab.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/12\/bab.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/12\/bab.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/12\/bab.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/12\/bab.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1092,"url":"https:\/\/www.scot.fun\/damentals\/the-brand-is-not-the-entertainment\/","url_meta":{"origin":3891,"position":5},"title":"The Brand is not the Entertainment","author":"scot","date":"July 1, 2020","format":false,"excerpt":"I work with a lot of small entertainment companies. Often, there are too few staff members to separate the brand from the product. Earlier I wrote that the brand is how people perceive the personality of what you're selling. So, even though you're selling the same thing, what that thing\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/collection-of-cloven-footed-animal-skulls-near-hillside-in-4328979.jpg?fit=1200%2C918&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/collection-of-cloven-footed-animal-skulls-near-hillside-in-4328979.jpg?fit=1200%2C918&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/collection-of-cloven-footed-animal-skulls-near-hillside-in-4328979.jpg?fit=1200%2C918&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/collection-of-cloven-footed-animal-skulls-near-hillside-in-4328979.jpg?fit=1200%2C918&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/collection-of-cloven-footed-animal-skulls-near-hillside-in-4328979.jpg?fit=1200%2C918&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/3891","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/comments?post=3891"}],"version-history":[{"count":1,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/3891\/revisions"}],"predecessor-version":[{"id":3892,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/3891\/revisions\/3892"}],"wp:attachment":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/media?parent=3891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/categories?post=3891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/tags?post=3891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}