Empathy

A key part of arts marketing is empathy.

You have to put yourself in other people's head and understand why they would (or would not) come to see your work.

Since the arts are such a self contained world, it's very easy for us to forget what it like to be an average patron.

I've found that the best path to that empathy is talking to people.  Talk to your patrons.  Talk to people who aren't fans (or aren't familiar) with what you do. Listen to them.  Understand their perspectives.

DO NOT JUDGE THEM.

And then take those thoughts and find ways to work them into your marketing.

For example, if people are not coming to see your work because they don't feel like they are "smart" enough for it, use your marketing to counteract that feeling.

Start with empathy.

Then build your marketing from that point.