There is a great deal of excitement this week around the inauguration of America’s new president Barack Obama. Certainly, one can understand the enthusiasm and hope that comes with change. I do not profess to be an expert on American political history, but with all of the hoopla that has permeated the Canadian media on this topic this week, I am reminded of the inaugural address of another beloved president who uttered the now famous phrase:
“And so, my fellow Americans: ask not what your country can do for you – ask what you can do for your country.” - President John F. Kennedy; January 20, 1961
I think that this is a timeless and universal message which is easily transferred to other audiences with the same significance. Excuse the blatant plagiarism:
So, my fellow wrestlers: ask not what the wrestling business can do for you – ask what you can do for the wrestling business.
It is easy to sit back and be critical of what others have or haven’t done in support of the business. It is easy to suggest that the significance of some folks that share locker rooms with us is minimal and that the business would be better served if they simply ceased to exist. However, I would suggest that the vast majority of the guys taking bookings on the independents simply aren’t pulling their own weight. Do you sit among that group?
In the time that you have spent in the wrestling business (or whatever business you may be in), how have you positively contributed to the industry? Have you taken any action to elevate our business? Have you lifted a finger to help a peer? How will history remember you?
The value of promoting your own business cannot be understated. Your ability to secure bookings and garner media attention is important. However, that’s basic business 101 – survival in the jungle of professional wrestling. What sets you apart from the rest of the pack? What do you offer that makes promoters and peers alike say: “This guy is good for the business.”?
AT THE VENUES:
Take a look at your home promotion. Assess the strengths and weaknesses of the company. Take a critical look at everything from building set up, whether the music man is always messing up the ring entrances, the organization of the events, the strength of promotion, and the media presence in the community. Where does the promotion fall down? What can you do to help? Whether directly or indirectly, what can you suggest to the promoter or office based on your observations? Do you have connections or specific expertise that you can lend to elevate the level of professionalism and presentation? Think about these things.
EVENT PROMOTION:
On average, in Canada, most promotions are running schedules on a monthly basis – and sometimes less frequently than that. Many aspiring superstars have long breaks between bookings – which provides a lot of time to ponder ideas. A lot of wrestlers spend hours on end thinking about how to promote themselves and how to get their characters over. I’ll let you in on a little secret … without TV, and without crowds filling the buildings, the “strength of your character” doesn’t amount to shit!
Instead of focusing on the intricacies of your gimmick – which is lost on most casual wrestling fans anyway – think about what you can do to help generate awareness for the upcoming events where you will be appearing. Do you have a fan base? Can you lure them out to the matches wherever you’re going to be? What tools do you have at your disposal? In today’s electronic age – there are many avenues available and a lot of them are F-R-E-E. With e-mail and social networking it’s easier to get the word out than ever before. How much are you doing to support the money that you’re asking for? Are you drawing at least that amount of revenue at the gate off the strength of your market appeal? I guess not, huh … maybe time to think of some new strategies.
Think about product placement. You see commercials on television for PRODUCTS. If consumers want that product, they have to go to a STORE. The strength of that advertising and the appeal of the product is bringing people out. You want to sell the appeal of the WRESTLER, which means people need to go to the VENUE. But your product isn’t as widely available at any corner convenience store – you need to make sure they know what the product is and where they can see it.
GENERAL MARKETING:
How do you represent the wrestling business? Do you walk around town wearing your championship belt so that people know you’re the “world” champ? Do you introduce yourself as a wrestler as a pick up line in bars to try to get chicks? Away from the matches, it is important to remember that we are ambassadors for our business. A lot of people in “real life” have strong opinions about our industry, many which are inaccurate and most of which are not positive. However, it’s easy to buy in to the negative stereotypes of wrestlers when independent guys, whom the general public have never heard of, act like total douches. Think about how you publicly represent wrestling and how you can broaden not only your own fanbase, but also the promoter’s clientele by leaving a positive impression and generating some curiosity among the people that have never seen wrestling live before.
Remember Kellogg’s campaign for Corn Flakes a few years ago? “Corn Flakes, taste them again for the first time.” Boring, right? Yet this message sticks. How do you get people who used to tune in and follow wrestling to get excited enough about the product to get their ticket and take a seat at ringside? There are THOUSANDS of wrestling fans in Canada that would be at the matches if they knew that there was an active independent scene. We all have a role to play in getting the people back out to the arenas and community halls again.
CONSIDER YOUR PEERS:
If you start to focus on marketing your product and recognize how many promoters there are in North America looking for talent, you will soon recognize that there is more work available than one guy could realistically take on. Sadly, it has become increasingly rare for independents to help others and share their contact lists to help each other network and progress in the business. Keep those wrestlers that you respect in mind as you make connections for yourself in the business. (Note: There is a full directory of all active western Canadian promotions in the upcoming “Wrestling in the Canadian West”) If reputable wrestlers are helping each other network, we see the quality of ALL shows start to improve, and wrestling fans benefit from seeing some great action. Promoters get to deal with professional people – it’s a win-win for all.
PAYING IT FORWARD:
Think about the people that are coming into the business behind you. What lessons can you share with these folks? Certainly, there are time honored traditions that can be passed along, but don’t just recite what you have been TOLD. Share with these guys coming up through the ranks what you have LEARNED. Every wrestler in the business has had a unique experience – breaking in, training, their early lessons, mistakes made. What can you share from your own experience to help someone avoid the mistakes that you may have made early in your career? What’s the best advice you ever got? Perhaps more importantly – what’s the best advice that you ever got that you didn’t follow? What regrets do you have in your career?
Remember, at one time, we were all rookies. The lessons taught to us by the guys that welcomed us into this “family” helped us to get where we are and shape the context of where we’re going in the business. You owe it to the business to pass along those lessons and share your experiences and advice.
FOCUS ON THE POSITIVE:
In wrestling, as in life, it is very easy to identify the negative. It’s always easy to find fault in something or someone. If you find yourself looking at your business in a negative way, it’s only a matter of time before you will find yourself passing along this attitude to peers and fans. Everyone knows somebody that they never ask “How’s it going?” to … because they’re going to drown you in a laundry list of all the things that are going wrong that day.
For most people, you will gravitate to those that are positive people, and you can’t wait to hear what might be up with someone who always seems to be in a great mood. Think about the exciting things about the companies that you are working for or the shows that you’re booked on. If there’s something going down that you’re excited about, chances are you might spark someone’s interest to check it out – or at least learn more.
Our business, like any, isn’t without its downside. However, we learned about the positives and negatives early on our experience and we elected to stay. We focus on the positives and work through the negatives. Like family, we outwardly support one another and promote each other’s strengths – we deal with the areas for improvement internally and try to help tighten that up within our own ranks.
As you move forward in your career, keep these things in mind. Consider what you can do to make positive change in this business for the benefit of yourself, your promoters, your peers, the future generation, and the fans that support us all through thick and thin.
Vance Nevada