If you want to sell out a show you could…
1. Reduce the ticket price on the assumption that the lower the price the bigger the pool of people who will say yes.
2. Find more (or develop more) people who want to pay full price.
The first one is really attractive because changing the price is easy and will make you feel like you did something. And it might work. But if it does, that starts a domino effect. You’ll always be reducing the price because it’s easy and it worked once.
The second one is much more difficult and it takes a lot longer but it works every time.
The first one is based on a generalization of how the public views money.
The second one is based specifically on how a segment of the public views you.
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I’m always interested in your perspective, whether affirming or dissenting. Continue the conversation anytime: gabe@gabethebassplayer.com