Wrestlemania 32 happened earlier this year, and while the WWE isn’t quite the ratings juggernaut it was in the 1990s, it still sells out large arenas in both North America and Europe. How has it stayed relevant for so long? It’s simple: the WWE is committed to good communication.
Always Selling
One thing the WWE does well is selling the next big thing. Whether it’s their WWE Network streaming service or the upcoming pay-per-view, every time one of their Superstars, Divas or managers gets on the mic, they’re selling a product.
They sell in a number of ways: they hype up a particular match that is popular with the crowd, they wear their own merchandise and, sometimes, they just straight up say that if you don’t buy whatever it is they are selling, you’ll miss out on something spectacular.
Selling is all about generating interest. Although the WWE is definitely a narrative product, your product or service has a story as well. The lesson? Find your narrative groove and make your audience want you to succeed.
Improvisation
The WWE is a live product, and anything can happen when you’re live: injuries, mistakes and/or new developments. When something goes wrong – whatever the situation – the WWE talent have to know how to effectively troubleshoot.
For example, recently one of the performers fractured his ankle while in the ring. He quietly let his in-ring opponent know that he couldn’t continue and they quickly came up with a finish that could end the match, get the injured performer some medical help and keep the storyline going so the show could continue. It was masterfully done.
Knowing what to do when things go wrong is a must in communication. And when things go wrong, you have to quickly figure out a way to continue doing business. If you know your product, your company and your audience well, you’ll be able to think on the spot and still come out on top.
Leveraging New Media
The WWE isn’t shy about trying new forms of media to sell the product. Back when the Internet was new, they were using AOL keywords. Now, they have an extensive presence on Twitter, Facebook, Instagram, YouTube and any other popular form of media. Nearly all their performers have Facebook and Twitter accounts. Most have Instagram. Their website is well organized. They trend on Twitter almost every week. They have a streaming service. They put out exclusive shows on YouTube. They want to be everywhere their fans are.
Keep Your Eyes on the Prize
The philosophy here is simple: the more eyeballs that are on you, the more money you will make. If your fans are on a channel, they will expect you to be there too. The more you interact with your audience, the more effective you can be. Ever tried to find out information about a local business when they didn’t have a website? Most will give up and try somewhere else and that should never happen.
Whether or not you are a fan of professional wrestling, it is undeniable that the WWE is highly effective at communicating their product. Learn from their example and you’ll avoid getting some of that heel heat.