when it comes to promoting — it mostly happens by trial and error. The market is flooded with promoters who have little to no experience, most performing at a very low level and never unlocking their true potential. Even bar managers at clubs often don’t know much about promoting. They say to their staff, “Let’s pack this happy hour,” or “We really need to crush it on Friday,” but they aren’t able to offer guidance on how to make it happen.

Wishing doesn’t drive traffic through the door. So many people in this industry have no idea how much better they could be doing, if only they knew how to get there.