Ever heard of the phrase “don’t pretend to be someone you’re not”? Pretty sound advice. Same applies to marketing. When you present yourself, don’t try to convince people that the show is something that it isn’t.
Let’s take this example to the extreme. Suppose I sent out an email with the subject header “World renowned playwright produces new hit play!” – which is of course a lie. I’m not a world renowned playwright, and my play has yet to become a hit. However, it’s a catchy subject line and it might get a lot of opens. But you’re not looking for opens - you’re looking to sell tickets. And the moment they realize your subject header wasn't exactly truthful, they’ll lose interest. No one likes to be mislead.
We’re not a Broadway play. We don't have all that glitz and glamour. It would be foolish for us to pretend otherwise. What we are is a brand new play and even though we’re a small production, we’re trying to do things at a very high level. We have a great director who was nominated for an Emmy. We have a very talented cast that's done some incredible work in rehearsals the last two weeks. We're very proud of who we are. And there are plenty of people who want to see a show like that. That’s who you want to reach. And that’s how you want to present yourself.
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