#WednesdayWisdom: Superpowers + Kryptonite-Like Weaknesses

Looking for a little #WednesdayWisdom? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: Superpowers, Part One.

Editor’s Note: For this series, Jim writes about our superpowers — the ones that we in the live entertainment business have — and their corresponding forms of kryptonite-like weaknesses.

Would you like to have a superpower: flying, mind reading, invisibility?

Sure you would, but what if by accepting your superpower, you also had to accept a corresponding superweakness — something that made you more vulnerable?

While you contemplate that choice, I’m going to drop a spoiler on you: If you work in the live entertainment business, you’ve already got superpowers that come with corresponding forms of kryptonite-like weaknesses.

Today, I’m going to cover the first of three pairs (two more to come), starting with the superweakness.

Awareness: In live entertainment, for any given event, awareness among potential buyers of your event is very low. Dismally low. Tragically low. If the great data jockey in the sky could do a pie graph of all the people in the city where your event is happening and which ones were even aware of the existence of your event, for most events the thin little blue slice of awareness would be practically swallowed up by the giant Pac-Man of unaware red.

I’ve asked people all over the country, for over a decade, to name events in their towns that are coming up soon, and the answer is virtually always the same: I don’t know.

Most people can’t name one event. Not one. They might mumble something about the fact that the baseball or basketball team is playing, or name a major concert that’s months away, but that’s about as good as it gets.

And if nobody knows, nobody cares. And if nobody cares, nobody buys.

I have been saying for more than a decade that awareness is the leading problem in live entertainment, even among people who are qualified customers with a potential interest in your event.

But never fear, citizen of the live entertainment industry. We’ve got superpowers too, and in this case, we’ve got just the one we need. …

Read the rest of Jim’s post about Superpowers, Part One.

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