"This book is practical and insightful and will be an invaluable tool to anybody working on a ticketing strategy. "
Griselda Yorke, Executive Producer, Royal Shakespeare Company
“Joe’s insights were an important element in the formulation of the strategies that led us to early success at the box office.”
Michael Bolingbroke, Executive Producer, ABBA Voyage
“I have always found Joe’s strategic insights invaluable.”
Krista Tuchscherer, Chief Marketing Officer, Sonia Friedman Productions

How To Sell Out pulls back the curtain on the art of selling tickets for live entertainment.
Serving as your backstage pass to the world of ticketing, this essential guide covers ticketing strategy, economics and psychology to optimise your show for a sell-out success. It offers insights from one-night events to long-running hits, providing proven strategies to handle the unpredictable nature of shows, from getting a show on sale to maximising income with dynamic pricing.

Learn how to set financial targets and navigate pricing - from the basics of the Yield-Occupancy Matrix to the nuanced tactics of premium tickets and the perils of discounting.
Delve into the world of customer segmentation, consumer psychology and understand how predictive analytics can be used to forecast trends in your own ticketing data.
Utilise tools like demand curves, marketing funnels and cognitive heuristics to optimise your show for success.

Topics are enriched with real-world statistics, actionable best practice frameworks, and cutting-edge tactics suitable for theatre, opera, concerts, one-night comedy shows, regional venues, tours, and long-runners.

Equip yourself with the tools of the ticketing trade and learn the business of show business.