For the majority of my highschool career, I was a part of a theater program. I performed on stages of all sizes to audiences of all sizes, and was in various types of shows. Though, my personal favorite was musicals. My most memorable role was Kim MacAfee in Bye Bye Birdie, flex, flex.

I tried on many different hats throughout my time in the performing arts, as it changed from on stage, to backstage, and then assistant director. As for my peers, some of them moved into costume design, others excelled in stage management. There was a group that built our sets. But whether we were in or out of the spotlight, we all worked towards the same goal: creating an enjoyable and engaging experience for our audience. 

Marketing works in a similar way. There are different elements, analyzing data, copywriting/content creation, event planning, PR, managing ad campaigns, etc., but it’s all crucial to reaching the desired outcome: creating a story that captivates your desired audience. 

Selling Your Story

As a performer, you must sell yourself. By using the lines on a script, the painted wooden planks on wheels with a window frame carved out, the right dress and lipstick shade, and connection with your fellow actors, you must convince the audience that your story is real. To use my highschool-glory show Bye Bye Birdie as an example, Hugo is truly heartbroken that Kim is about to kiss Conrad Birdie on live TV, and Albert’s mother really does stick her head inside of an oven and threaten to turn on the gas if he goes after Rosie. With expert storytelling tactics, your audience can become invested in the world you portray. 

In marketing, you have a leg up. The story you’re offering your leads is real. You have a product that works, testimonials, founders, and mission statements. With great storytelling, you can weave these facts into a captivating tale that leaves your audience wishing to become a part of it. 

Considering Your Target Audience

Campaigns can be akin to performances. In theater, 90% of the time and energy you spend is on prep. Before rehearsals, casting, and auditions, that preparation begins at the ground: choosing a show to perform. You ask yourself: Will this show attract new and returning performers? Will we have enough boys to play all of the male characters? That was a recurring problem in our particular group. Does our group have the vocal abilities required for this score? Will our target audience (families) enjoy this show? All of these questions have to be thought out beforehand.

In a marketing campaign, before you think of copy, you have to consider the data. Who is my audience? Whose problem am I solving? What is the age range? Where are they located? Are they on Facebook, Instagram, or Twitter? Google or Yahoo? These are fundamental questions that must be answered from the get-go, or else you’ll be singing to an empty auditorium. 

Trial and Error

The months in between auditions and the actual performance are all about rehearsing, or more accurately, trial and error. It’s about coming up with theories and testing them. “I think it would be funny if we did…” “It would be more effective if you spoke the line with more…” “Your accent doesn’t sound authentic, you need to…” This dance move looks weird, we’ll change it to…” It’s about tweaking things here and there and finding the sweet spot where your delivery is the most impactful. 

In marketing, you don’t throw all of your bets on one horse right out of the gate. You test, try this and gather data, and you try that and compare the two. By testing several methods, you’re searching for a sweet spot where your efforts are the most effective. Where your audience responds the best and might invite their friends to the next show. 

Storytelling is universal. Fiction or nonfiction, humans connect to stories. In marketing, you’re selling a story. You’re selling the reality of your product, and the potential future of its user. You’re portraying to customers a new path where their pain is soothed, and giving them a map for how to get there. Whether it’s in your highschool theater group or a marketing team, the number one goal is to create a story that’s captivating for your audience and leaves them