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The Curse of Knowledge Can Have You Marketing To Yourself

Friday, 21 April 2023
Coast Box Office

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As a theatre producer or director, it's natural to be passionate about your work and believe in its potential to captivate audiences. However, this passion can sometimes lead to the "curse of knowledge," a cognitive bias that can prevent effective marketing.

The curse of knowledge occurs when you assume that others know what you know and can't understand why they don't share your enthusiasm.
In essence, you become so familiar with your production that you forget what it's like to be a first-time viewer.

This can lead to ineffective marketing because you're essentially marketing to yourself, rather than your target audience.
You assume that your potential audience already knows the basics about the play, the characters, and the themes, when in reality, they may have little to no knowledge about them.

To avoid falling prey to the curse of knowledge, you need to step outside of your own perspective and think like your target audience.

Here are some tips to help you market your production effectively:

Know Your Target Audience:
Take time to research and understand the demographics of your target audience.
This includes age, gender, location, interests, and spending habits. Once you have a clear picture of your target audience, you can tailor your marketing efforts to resonate with them.

Focus on the Benefits:
Don't just tell potential audience members what your production is about, tell them why they should care.
Focus on the benefits they'll receive from attending, such as an emotional connection, an immersive experience, or a thought-provoking performance.

Keep it Simple:
Avoid using industry jargon, technical terms, or references that only insiders would understand.
Keep your marketing message simple and easy to understand.

Use Multiple Channels:
Don't rely on just one marketing channel.
Utilise social media, email marketing, flyers, and word-of-mouth to reach a wider audience.

Test Your Marketing:
Don't assume that your marketing is effective.
Test it by getting feedback from a diverse group of people, including those who are not familiar with your production. Use their feedback to refine your marketing message.

The Wrap:
The curse of knowledge can be a stumbling block for theatre producers and directors when it comes to effective marketing.
By taking the time to understand your target audience, focusing on the benefits of your production, keeping your message simple, using multiple channels, and testing your marketing, you can avoid the curse of knowledge and successfully reach your intended audience.

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